Tag Heuer unveils $1,500 luxury smartwatch with Google, Intel

The Tag Heuer Connected adopted the Carrera Calibre mechanical design, uses premium materials, and Google's Android Wear OS.

November 12, 2015   by The Associated Press



NEW YORK — Tag Heuer, a leading Swiss watchmaker, has teamed up with two technology heavyweights to produce a computerized smartwatch that they’re billing as the world’s smartest luxury watch, carrying a $1,500 price tag.

Tag Heuer CEO Jean-Claude Biver said his company has been building mechanical watches for 155 years but knew little about building an Internet-connected device that younger buyers would want. So it partnered with Intel and Google in what he calls the “marriage of Watch Valley and Silicon Valley.”

Various manufacturers have made watches using Google’s Android Wear system but they typically look more like mini computers on the wrist rather than a traditional watch.

Luxury comes with a price: Tag Heuer Connected started selling in the US Nov. 9 for $1,500. By contrast, the cheapest Android Wear watch costs $129. Apple Watch has a luxury edition, with a case made of gold, for $10,000 to $17,000.


The regular Apple Watch starts at $349.

The Tag Heuer Connected adopted the company’s Carrera Calibre mechanical design and uses premium materials, including titanium lugs and a scratch-resistant sapphire crystal screen. Straps come in a choice of seven colours.

Intel CEO Brian Krzanich said Tag Heuer showed his engineers the design elements desired and worked with Google to tweak the Android Wear software for it.

“Our teams have brought what they are uniquely good at and have fused together something that is bigger than the sum of its parts,” said David Singleton, a vice-president of engineering at Google.

© 2015 The Associated Press

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