It's pretty clear, this smartwatch is for rich people who are willing to pay for the Tag Heuer brand. Interchangeable watch bands are a proven success with the Apple Watch, but Tag's addition of interchangeable lugs and bezels feels gimmicky. And worse, the watch isn't the looker you would hope for in a $1000+ watch: in one word, chunky.
[Notably, Tag's first watch sold 56,000 units at $1500 apiece. However, compare that to 10s of millions of watches sold by Apple at a price of $300-$400.]