In March we reported that Tag Heuer had teamed up with Intel and Google to announce that they would have a new smartwatch in time for the holidays. The announcement was officially made at the Baselworld trade show held in Switzerland. As the microcosm of the watch and jewellery industry, Baselworld is the focal point of the industry, where all players of the industry showcase their creations and innovations. Today, TAG Heuer announced that it will start selling their smartwatch for about $1,400 in October or November in time for holiday shopping.
Tag Heuer is hoping that their brand will become Apple's biggest Swiss competitor for connected timepieces. According to the Bloomberg report, "TAG Heuer's smartwatch battery will last about 40 hours, said Jean-Claude Biver, who heads the watchmaking activities of the brand's owner, LVMH Moet Hennessy Louis Vuitton SE. The Apple Watch battery was designed to last 18 hours, though that can stretch out further if fewer functions are used."
In March, the sharp witted Jean-Claude Biver stated that "Apple will get young people used to wearing a watch and later maybe they will want to buy themselves a real watch," referring to a real Swiss watch by Tag Heuer.
Today Biver toned down the rhetoric a bit about the Apple Watch by stating that he hopes Apple will "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."
Forbes added that "One interesting snippet that has emerged since their initial announcement is that the hardware on board the TAG smartwatch could be upgradeable.
UK communications manager Alexandra King recently revealed that the longevity of the device, as with all TAG Heuer branded smartwatches, was a key concern. 'The watch will change the technology as it develops, Jean-Claude Biver was clear about that,' she said.
Additionally "We want to be able to change the technology but keep the watch elements. If your child completed their Master's degree, you might want to give them a watch. We want to create something that will stay on your watch for a lifetime, that's what TAG Heuer does. And as the technology changes, it will change."