Following the debut of its Bentayga SUV, British automaker Bentley Motors recently launched an eponymous Apple Watch app that goes beyond run-of-the-mill connected car features, putting control over creature comforts on the wrist of well-heeled owners.

The Bentayga TSR app, short for Bentayga Touch Screen Remote, is part of Bentley's marketing strategy for its new luxury SUV. Featuring deep integration with Bentayga's onboard infotainment platform, the iOS app features an Apple Watch component that offers comprehensive command functions over vehicle systems traditionally controlled via in-dash units.

For example, with the app drivers and passengers can adjust ventilation, air conditioning, entertainment assets, seat heaters, radio and even chair massagers, all with visual feedback directly on Apple Watch. Bentley's TSR product connects via Bluetooth, mirroring Apple's own inventions for remotely monitoring and controlling automobiles with an iPhone.

Other carmakers are also taking advantage of the wireless platform baked into Apple's device lineup. Thanks to a robust set connectivity APIs, auto manufacturers can serve up real-time information like trip duration and current speed directly to Watch. More advanced integrations support two-way communications for controlling car hardware, not simply infotainment system software.

Hyundai, for example, is currently marketing an Apple Watch app capable of remotely starting a user's vehicle, if the car is so equipped.