LVMH stablemates both believe there is a market for connected timepieces with Swiss levels of precision engineering and materials.
Garmin has included data on 41,000 golf courses world-wide on a special version of its luxury MARQ smartwatch.
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Comedian John Bishop and Bohemian Rhapsody star Gwilym Lee were amongst those to turn out for the event.
After shooting the group's best individual score on the day, Omega presented Justin Timberlake with the winning trophy.
Omega ambassadors Rory McIlroy, Sergio Garcia and Tommy Fleetwood are teeing it up and will each captain a team of celebrities in aid of charity.
As well as been official timekeeper at a number of high-profile events throughout the year, Rolex testimonees keep giving the brand winning exposure.
Rolex will continue its near 40-year duty as official timekeeper as The Open as the world of golf returns to Northern Ireland.
If the record breaking Paul Newman Daytona was anything to go by, the Nicklaus Oyster Perpetual Day-Date could fetch millions.
This grant is in addition to the US and UK patents that founder of the British brand, Gary Butler, already holds.
The new TAG Heuer Connected Modular 45 'Golf Edition' is linked to an app available on iOS and Android smartphones.