When two names synonymous with precision engineering come together, the result speaks for itself. The TAG Heuer Connected Caliber E5 x TaylorMade Edition is just such a smartwatch, built to work as hard as the players who wear it. Built around a 45mm sandblasted grade 2 titanium case and powered by the TAG Heuer Golf app, it features automatic shot tracking and the exclusive Auto Shot Count feature, which measures performance against set goals in real time.
Shared dials, an engraved 18-hole bezel scale and exclusive straps are collaborations built on marginal gains, and ambassador Tommy Fleetwood, who has worked with both brands for many years, knows better than anyone what that means.
This collaboration seems like a natural fit for you—what about TAG Heuer and TaylorMade teaming up are you most excited about?
These are two companies that I have been a part of for quite some time, so they are both very close to my heart. It just turned out to be a very successful collaboration and it suits me very well because I was a part of both. Knowing both sides personally, as well as knowing the work ethic of each and what goes into it, I really appreciate it. I feel like I’m the luckiest of all and it works just perfectly. You have such trust and faith in how good it will be based on the work you put into both.
Much of this campaign revolves around minor gains and minor changes in performance. At your level, do you truly believe that success depends on these small details?
I think there’s no detail too small or too big when you’re trying to be the best you can be. Everything you analyze, every detail you go into in training or in a game plays a role in putting you in the positions you dream of – and then there is a window in which you, as a player, must act. Maybe it all comes down to a little luck at this point, but I always think this quote is true: you make your own luck.
You have to be there to find it. When you see these special moments, these winning moments, there are so many details that go into them. And especially now that statistics and analytics are being added to the game, it gives everyone the opportunity to get as close as possible to the elite form of the game.
There is a perception that elite athletes are mentally tough, but golf in particular seems to be an incredibly mental game. What’s the hardest thing you’ve had to learn about yourself in order to compete at this level?
I definitely don’t think we’re mentally unbreakable – unless it’s me. I think managing your own expectations is probably the hardest thing we have to deal with because you put so much into it and have such high ambitions. Having a level of acceptance of everything that happens is very difficult. And besides, staying in the present is such an art form, such a skill. When you look at the greatest people of all time, they talk about how normal or natural all these feelings are, whether it is a negative emotion or getting ahead of themselves. But being able to come back to that center, to that present moment, and play from there is everything.
I think maybe we’re not morally steadfast, but maybe a little more prepared mentally. It’s still very common for things to go wrong and I think you have to do something wrong because that’s where growth happens and that’s where you learn about yourself. You should never be afraid of making a mistake or doing something wrong, because at least then you will be able to understand it and correct it.
Image: courtesy of TAG Heuer
You said earlier that preparation is more important than the result itself. In a culture obsessed with instant success, how do you stay engaged?
Results in sport can be very unpredictable – so while it’s not entirely in your control, your preparation and your process are. If you spend your life trying to succeed at something and then let a 20-minute period define everything you’ve done before… that’s a hard way to succeed.
At the end of your career you might look at what you’ve achieved, but I think a lot of people look back and say, it was a great journey, it was fun, I wish I could do it all again. You need to find the ability to enjoy the process while you’re doing it, because at some point you’ll look back and can’t do it anymore. One hole of golf may determine victory or defeat, but it does not define you as a person or as a golfer—either way, you’ll get up the next day and practice again. So yeah, I guess I’m a process-oriented person.
Golf’s image has historically been pretty tough, but recently there’s been a real crossover with fashion, luxury and celebrity culture – with this year’s Masters being a big moment for that. How do you feel about this shift?
I think this is a good evolution for the sport. When I was a little boy and loved the game, I always wanted to dress as smartly as possible, like the professional golfers I looked up to. And I definitely think the sport will get better as time goes on. The image continues to evolve.
But I think golf has such a unique opportunity when it comes to fashion because we don’t necessarily have to play in shorts and a T-shirt designed purely for athletic performance like a tennis player or a sprinter might. There’s always an opportunity to combine performance and style, and the opportunity is growing. I just love that golf is becoming a cooler sport. I may not be the coolest person on the planet, but I love that people from all walks of life enjoy it – come watch it or even play it. This can only be a good thing.
Angela Lowe
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