Back in January we posted a report titled "Jean-Claude Biver Revs up the Rhetoric about TAG Heuer's coming Smartwatch vs. Apple Watch." Biver took aim at Apple and confidently ribbed Apple about their poor design and so forth and made it clear that they were working on a smartwatch of their own. Then in March Tag Heuer along with Biver official announced their new smartwatch backed by Google and Intel would arrive in time for Christmas. Today we've learned that the new Tag Heuer smartwatch will cost a little over US$1500.
LVMH, which owns the Zenith, Hublot and Tag Heuer watch brands, welcomed the arrival of the Apple Watch because the marketing power of the Apple brand will help create a new class of clients enthusiastic about luxury watches, Biver told the paper.
He said LVMH's watch division was focused on winning market share, rather than being driven by specific sales and profit targets, and will seek to "massively" build out its Tag Heuer and Hublot brands in China.
Biver is shifting Tag Heuer's strategy away from taking the brand upmarket into the price category of 6,500 euros, and will instead focus on producing watches costing between 1,500 euros to 4,500 euros, he told the paper.