tag heuer

Swiss watchmaker TAG Heuer, a luxury watch brand owned by LVMH, announced today that it’s partnering with Google and Intel to create a smartwatch. TAG will design the device, Intel will supply the microprocessor, and Google of course will handle the software with Android Wear.

In his announcement, quoted by Bloomberg, at the Baselworld watch expo today, LVMH’s Jean-Claude Biver said this was his “biggest announcement ever” in his 40 years of working in the industry. He believes that the device will go on to be the “greatest connected watch” on the market.

Biver’s comments come just a month before the Apple Watch is slated to launch. Although similar devices have been on the market for years, Apple’s more expensive entries encroach on luxury watch territory, seemingly forcing them to respond. In addition to TAG, Swatch, Montblanc and others have revealed plans to develop connected watches.

Apple design chief Jony Ive predicted as much during an interview last fall, saying “Switzerland’s in trouble.” But watchmakers believe their experience and branding will give them an edge. “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’s watch is scheduled to launch by the end of the year, at which time we will hear more about features and pricing.

Source: Bloomberg

  • Darthque

    now THAT is a watch.

    • Kilroy672

      That’s a man’s watch.

  • Mr.Coolfreak

    Great plan honestly, people would give this an edge just because it’s made by a luxury brand and Google will just take care of the software. I think this is a great threat to Apple Watch

    • 5723alex .

      “Google will just take care of the software” ?

      For how many months if ever will these watches get updates ?

      These are not smartwatches, these are just connected watches.

      • George

        Please educate yourself on why android updates take as long as they do before you expose yourself just as a mindless isheep.

      • Rowan09

        Regardless his point is still valid. Android updates suck and that’s just a fact you or anyone cannot argue.

      • ck125

        Android updates other than nexus devices suck. Fixed it for you.

    • A threat to the Edition line maybe, but to the sport and standard model? The ones 99% of the public will actually be purchasing, I don’t think so. The Swiss are just scared.

      • Guest

        Indeed the Swiss are scared. Apples pricing is going to raise a price war. Those with a sense of style and understanding of the brand will not choose the Apple watch. And they happen to be a precious few who are now being told that they’re snobs for buying their classy Rolexes which are to be passed down the family line, a memento of what you worked hard for and earned your right to buy.

    • Dhoklastellar Fafda®™

      You mean like how google has ‘taken care’ of the Moto watch?

  • Sketch

    To be honest I don’t think Apple can win this one long term. Switzerland is eons ahead in design and if they team with tech companies like this Apple’s tech gains is nothing really. Apple already failed hardcore design wise with their watch so it’s easy pickings.

    • Mr.Coolfreak

      I personally was underwhelmed by the Apple Watch design, it looked just like the Samsung smart watch and we all though Apple would never make something like that

    • Rowan09

      Apple is not competing because the Watch Edition is limited quantities, it’s just advertisement for the other ones.

      • Mr.Coolfreak

        It’s limited quantity because they aren’t going to sell many in the first place. You won’t see lines for the edition at the Apple Stores

      • Rowan09

        You won’t see lines for a Rolex either because most people can’t afford it. Any jewelry that expensive will be limited quantity.

  • Joey_Z

    The war between iOS and Android expanding to a smaller device, that’s all. Ultimately it will boil down to security vs openness, easy software support vs fragmentation.

  • Dhoklastellar Fafda®™

    Wrong approach. Tag Heuer is a luxury brand. Luxury brands should not tie up with non luxury brands like Android. Its a well known fact that rich people own less Android devices and more idevices. Perhaps a better system was to introduce a watch with its own 3G sim that communicates with a cloud based iOS Tag Heuer app. No other way. This will be DOA.

    • Michael Sweeney

      Where are these stats that rich people don’t tie up with android? I’m not a fan of android by any means, but please provide a site or reference to this statement so I can further educate myself of this validity.

      • Dhoklastellar Fafda®™

        www businessinsider com/android-iphone-market-share-by-price-2014-8

        gizmodo com/5977625/android-is-popular-because-its-cheap-not-because-its-good

        venturebeat com/2015/01/05/monument-valley-developer-only-5-of-android-installs-were-paid-for/

        Ergo from the articles its clear that the spending on apple products are much higher than android. Luxury products cannot tie up with Android as the user-base just isn’t the target that spends on luxury brands in the first place. It’s like selling cheap quality tyres for your BMW instead of runflats.

    • idiot.

      • Gregg

        Now that’s a constructive and insightful comment… smh

      • Dhoklastellar Fafda®™

        Very erudite statement there, coming from the biggest troll who doesnt happen to own a single idevice.

      • Trolling with troll remarks, never ends…

      • Dhoklastellar Fafda®™

        This is trollception here – troll talking about “Trolling with troll remarks”

  • Dear Tag Heuer,
    You cannot use the terms “android” and “luxury” in the same sentence as they contradict each other.

    Regards,
    An ex-android developer

  • Ariel

    I don’t think this will work. Designing such a personal (wearable) product separately from the software is bound for trouble, especially with the very rough android wear coupled with a luxury watch body. I just don’t see it working.

  • @dongiuj

    I don’t know, if it’s something like check and reply to messages and “social sites”, maps and answer phonecalls then I think it could be of interest to a large amount of people. I honestly don’t know anyone that I personally know who wants an apple watch and especially not for the health stuff on it. If I were to ever get a smartwatch these would be the only features I’d ever use if I became just as antisocial, impatient and lazy as people that think smartwatches selling points are “immediacy”, “convenience” and “focus”.

    If it’s TAG designing it, it would, I imagine, look the mutts nuts compared to that thing ive or whoever designed. This alone would draw my attention as it’s a wearable and wearables need to look the part. But the software and connectivity needs to be right too. It needs to be able to connect to more than one OS. This is just my opinion though.

  • Khalid Tahhan

    Kairos remains the best luxury smart watch so far

  • Gary LE

    Why didnt apple partner up too? Btw are ALL or MOST bands made by APPLE?

  • Michael Sweeney

    The apple watch is cool, but this will definitely be a gentlemans watch. One I’m looking forward to sport on my wrist proudly.

  • Dhoklastellar Fafda®™

    Indeed the Swiss are scared. Apples pricing is going to raise a price war. Those with a sense of style and understanding of the brand will not choose the Apple watch. And they happen to be a precious few who are now being told that they’re snobs for buying their classy Rolexes which are to be passed down the family line, a memento of what you worked hard for and earned your right to buy.

    People dont buy rings or good watches for their significant others/gfs/bfs from quite a few number of years. Jewelry and watch store owners corroborate the fact that most love mementos happen to be iphones/ipads. The Apple watch will be yet another one.