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Tag Heuer Partnering With Google and Intel to Build Connected Smartwatch

Swiss luxury watch maker TAG Heuer on Thursday at the Baselworld watch convention in Switzerland announced that it is partnering with Google and Intel to create a connected smartwatch. TAG Heuer will be responsible for designing and manufacturing the watch, which will have an Intel microprocessor and use Google's Android Wear platform. The smartwatch will be released later this year, at which point specific pricing and features will be revealed.

TAG Heuer Carrera
TAG Heuer's Carrera contemporary luxury sport watch

TAG Heuer has high expectations for its upcoming smartwatch, with CEO Jean-Claude Biver calling it his "biggest announcement ever" in 40 years of working in the industry. The executive also predicted that the product will be the "greatest connected watch" available, just weeks before the Apple Watch is released. "The difference between the TAG Heuer watch and the Apple Watch is very important," Biver said. "That one is called Apple and this one is called TAG Heuer."

TAG Heuer joins Swatch, Breitling, Montblanc and Frederique Constant as one of several Swiss watch makers bringing electronic features to the wrist to compete with the Apple Watch and other connected smartwatches. TAG is the first traditional watchmaker to partner with Google, however, opening the doors for more Swiss luxury watch makers under parent company LVMH, including Hublot and Zenith, to collaborate with Silicon Valley on the next generation of wrist-worn devices.



Top Rated Comments

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18 months ago
But, but... I thought there "wasn't a market for a high-end luxury smartwatch."

"It's... It's just a piece of technology that will be outdated in a year! Who would buy something like that anyway? That's not an investment!"

-Sincerely, all the MacRumors naysayers.
Rating: 61 Votes
18 months ago
Rating: 58 Votes
18 months ago
Panic at Google and TAG Heuer!
Rating: 52 Votes
18 months ago
You can love or hate Apple .... but I think everyone has to admit that Apple manages it with every 'category' they touch to bring that industry into motion. Even if you don't like Apple, that is a good thing.
Rating: 42 Votes
18 months ago
A very nice looking watch with a very crappy operating system is still a piece of crap in my book. Apple's software is what will make all the difference.
Rating: 38 Votes
18 months ago

But, but... I thought there "wasn't a market for a high-end luxury smartwatch."

"It's... It's just a piece of technology that will be outdated in a year! Who would buy something like that anyway? That's not an investment!"

-Sincerely, all the MacRumors naysayers.


Those are still valid just because Tag is making one doesn't change anything.
Rating: 23 Votes
18 months ago
Tag Heuer Partnering With Google and Intel to Build Connected Smartwatch

But, but... I thought there "wasn't a market for a high-end luxury smartwatch."



"It's... It's just a piece of technology that will be outdated in a year! Who would buy something like that anyway? That's not an investment!"



-Sincerely, all the MacRumors naysayers.



Remember, this is also TAG Heuer. FAR from a high-end anything in the watch world. Aside from a model or two that still have ties to their heritage that used to make them desirable watches, they have been insignificant for years. More or less just fashion watches for Maybe a decade or three now. Not sought after watches by "watch nuts" in any way, shape, or form. They have to grasp at straws to stay relevant. This is not an indicator that the "high end Swiss watch" world is panic reacting to the Apple Watch. When you see movement in AP, PP, Rolex/Tudor, Panerai, then you'll know the "high end" Swiss watch world views it as a threat.
Rating: 17 Votes
18 months ago
It seems the team at Tag is taking management courses from the same coaches who handle Qualcomm.

Step 1. Watch Apple do something.
Step 2. Make a statement to undermine another company's initiative, dismissing it as dumb, a gimmick, or not necessary.
Step 3. Scramble an engineering team to cobble together a mock-up of Apple's initiative.
Step 4. Release information where you describe your cobbled-together initiative copy as a better version than Apple did, and then pretend no one noticed you were caught flat-footed.

Also, let's be honest. TAG isn't a super exclusive luxury thing. They have kiosks and stores in the mall, so they can't really be sniffing at Apple as if they are somehow better.
Rating: 17 Votes
18 months ago
I agree with the earlier comment that TAG isn't exactly a high quality name in the watch world, but it's amusing to see all the commenters here dismiss this as a copy cat move from TAG, as if Apple is some sort of watch expert (they aren't).

Quite frankly, I think they're all bad ideas.
Rating: 16 Votes
18 months ago
Lemmings... Mee too! Mee too!

Listen, after watching the Apple keynote and what they're doing, Apple has a clear go-to market for the watch and they'll do very well. Just because you can make a smartwatch doesn't mean it will gain any traction.

Samsung has made no less than 4 models and nothing....
Rating: 13 Votes

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