Watch Paparazzi

Actor Taron Egerton spotted wearing Tag Heuer

In the 2017 spy-action sequel 'Kingsman: The Golden Circle,' TAG Heuer secured a prominent placement deal that put its timepieces on virtually every wrist in the film. Most visibly, the TAG Heuer Connected Modular 45 Kingsman Special Edition — reference SBF8A8023.32EB0103 — appears on the wrist of lead actor Taron Egerton as the streetwise superspy Gary 'Eggsy' Unwin. The placement is deliberate and consistent, making this one of the more thoroughly integrated watch partnerships in recent action-cinema history.

The Connected Modular 45 was TAG Heuer's answer to a genuine horological problem: how do you commit to a smartwatch without abandoning the Swiss watchmaking identity that defines your brand? The solution was modularity. The 45mm steel case is built to accept interchangeable lugs and, crucially, an entirely different module — meaning owners could swap the Intel-powered connected module for a Swiss-made mechanical calibre, effectively owning two watches in one case. The Kingsman edition adds bespoke dial detailing and branding tied to the Vaughn Entertainment/Fox film franchise, distinguishing it from the standard Connected Modular lineup.

From a collector standpoint, the SBF8A8023.32EB0103 occupies an unusual niche. Smartwatches generally age poorly — software support ends, hardware becomes obsolete — but the modular system gives this reference a degree of longevity its competitors lack. The Kingsman co-branding adds a layer of limited-edition appeal that resonates with film memorabilia collectors as much as watch enthusiasts. It is not a grail piece in the conventional sense, but it is a legitimate conversation starter.

Taron Egerton, best known for his BAFTA-nominated performance in 'Rocketman' (2019) and the Kingsman franchise itself, brings a younger, style-conscious demographic to the TAG Heuer brand. His character Eggsy embodies precisely the kind of aspirational but accessible masculinity that the Connected Modular was designed to court — tech-savvy, well-dressed, and not yet entrenched in traditional mechanical watch culture.

At original retail, the TAG Heuer Connected Modular 45 Kingsman Special Edition was priced at approximately $3,500 USD, positioning it above entry-level smartwatches but below TAG Heuer's mechanical catalogue. On the secondary market, prices have softened modestly as the connected platform ages, though examples in full set condition with Kingsman-specific packaging retain a premium among film and watch crossover collectors.