We’ve written about the rumors and then the story that TAG Heuer were working on a smartwatch for some time now and seen how these stories have crystallized and how the product is getting closer and closer. Today, Bloomberg have published a story citing the new smartwatch will go on sale in October or November for $1,400, a little over £900. The rumor is that the device will look like the original black Carrera watch and will benefit from a forty hour battery, according to statements by LVMH head, Jean-Claude Biver. This compares very favorably with other smartwatches available in the market; unfortunately, much of the commentary has considered the Apple Watch (and its claimed eighteen hour battery life) to be the only competition for the TAG Heuer device. Indeed, on the Apple Watch, Jean-Claude said this on the matter: “I hope they sell millions and millions and millions of them. The more they sell the more a few people will want something different and come to TAG Heuer.” The new smartwatch still does not have an official name and the watchface and overall design remain a secret.
The TAG Heuer smartwatch is being built in conjunction with Google and Intel, which is an exciting proposition. Google’s software know-how and integration with different products, combined with Intel’s hardware, wrapped up in something designed by TAG Heuer engineers sounds tantalising. And whilst $1,400 is not cheap for a smartwatch, excluding some of the more extreme gold Apple Watch models, in the context of TAG Heuer’s luxury watches it looks to be reasonable value. We understand from TAG Heuer that the company divided its research and development arms into two departments to reflect the “different craftsmanship” involved in developing the smartwatch. One department focuses on research and development with watchmakers and watch engineers, the other with engineers of technology.
Given the pedigree behind the new TAG Heuer smartwatch combined with the excitement and increase in public awareness at the products in general, it seems difficult to imagine the device not being a success. A lot can happen between now and November, then the new device is said to be ready to be launched. And we can expect further leaks and snippets of information over the summer months; we will let you know as soon as we hear anything.