TAG Heuer will start selling $1,400 (approx. £912) smartwatches this autumn, as the luxury Swiss watchmaker looks set to take on the Apple Watch.
Speaking to Bloomberg Business, Jean-Claude Biver, CEO of TAG Heuer, also said the smartwatch will have a 40-hour battery life, which is longer than any existing Android Wear watch or, crucially, the Apple Watch, which is designed to last 18 hours. The business news site also reported that the TAG Heuer smartwatch will arrive in either October or November.
The TAG Heuer watch costs four-times more than the most expensive watch currently listed on the Google Store, the new LG Watc Urbane. However, the hefty price tag would not shock most TAG Heuer customers, with £1,000 often the starting price for their products.
No doubt looking at the 2.3 million pre-orders for the Apple Watch, Biver remains confident that there will be a market for high-end smartwatches. “I hope they sell millions and millions and millions of them,” Biver said. “The more they sell the more a few people will want something different and come to TAG Heuer.”
TAG Heuer anounced their partnership with Google and Intel to produce a luxury Android Watch smartwatch last month. “Swiss watchmaking and Silicon Valley is a marriage of technological innovation with watchmaking credibility. Our collaboration provides a rich host of synergies, forming a win-win partnership, and the potential for our three companies is enormous,” said Biver at a press event at the Baselworld conference in Switzerland on 19 March.
Appearing alongside Biver, David Singleton, Director of Engineering for Android Wear said: “By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike—including us at Google. So we’re thrilled to be working with TAG Heuer and Intel to bring a unique blend of emotion and innovation to the luxury market. Together, and using the Android Wear platform, we can imagine a better, beautiful, smarter watch.”
Would you pay $1,400 for a smartwatch? Let us know in the comments below!