IT Pro is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission. Learn more

Tag Heuer unveils luxury Android smartwatch

Teams up with Google and Intel on Android wearable to rival Apple Watch

Tag Heuer has launched an Android Wear smartwatch in conjunction with Google and Intel.

The announcement marks the high-end Swiss watchmaker's entrance into the wearables market in a bid to fight off the challenge from Apple Watch and other smartwatch makers.

According to a Reuters report, the device will be a version of its Carrera watch, but will offer smartwatch functions such as geolocation, distance walked and altitude. The display will be a digital replica of the original black Carrera, which itself retails at around 3,500. 

Biver gave no details of the price of the smartwatch or any further details of the watch itself.

"People will have the impression that they are wearing a normal watch," Tag Heuer CEO Jean-Claude Biver told Reuters.

Biver appeared unconcerned by the arrival of Apple into the luxury watch market and said that Apple's appearance would "increase the cake" for the industry.

"Apple will get young people used to wearing a watch and later maybe they will want to buy themselves a real watch," Biver added.

With the main workings or engine of the watch being a processor manufactured outside of Switzerland, the watch itself will not be able to be marketed as "Swiss Made". Biver said that "Assembled in Switzerland" could be used instead.

The partnership marks the first time that Google has worked with a traditional watch maker. Biver told the BBC that rather than develop a smartwatch OS itself, Tag Heuer chose to work with the tech firm.

"It would be absurd, it would be arrogant to believe that we could develop our own [operating system]. It would be a catastrophe to believe such a stupid thing," he said.

"There is no doubt that we could eventually go to Apple, but why should we do a partnership with Apple, who is producing watches? On the one side they would be partners, on the other a competitor."

Analysts said the buzz around Apple Watch meant that traditional watchmakers could no longer ignore this emerging trend.

"With Apple Watch hitting the market it's no longer viable for Swiss watchmakers to bury their heads in the sand," said Ben Wood, chief of Researchat CCS Insight. "Now Tag Heuer has signalled its intention to enter the smart watch market we are certain others will follow."

The as yet to be named smartwatch should be available before Christmas.

Featured Resources

Four strategies for building a hybrid workplace that works

All indications are that the future of work is hybrid, if it's not here already

Free webinar

The digital marketer’s guide to contextual insights and trends

How to use contextual intelligence to uncover new insights and inform strategies

Free Download

Ransomware and Microsoft 365 for business

What you need to know about reducing ransomware risk

Free Download

Building a modern strategy for analytics and machine learning success

Turning into business value

Free Download

Recommended

Apple executive rejoins Google over remote work policy
flexible working

Apple executive rejoins Google over remote work policy

18 May 2022
Here’s the first look at Google’s new Bay View campus
Business operations

Here’s the first look at Google’s new Bay View campus

17 May 2022
Google offers UK SMBs £87,000 scholarships to boost tech skills
Careers & training

Google offers UK SMBs £87,000 scholarships to boost tech skills

10 May 2022
Google Cloud confirms it is building a dedicated team to support Web3 developers
Cloud

Google Cloud confirms it is building a dedicated team to support Web3 developers

9 May 2022

Most Popular

Russian hackers declare war on 10 countries after failed Eurovision DDoS attack
hacking

Russian hackers declare war on 10 countries after failed Eurovision DDoS attack

16 May 2022
Windows Server admins say latest Patch Tuesday broke authentication policies
Server & storage

Windows Server admins say latest Patch Tuesday broke authentication policies

12 May 2022
Microsoft to double salary budget to retain workers
Careers & training

Microsoft to double salary budget to retain workers

17 May 2022