Most smartwatches in today’s market tend to be manufactured either by smartphone OEM’s that intend to integrate it into their respective ecosystems or by startups like Blocks and Pebble Steel looking to make a stamp on the market. Some of us have been waiting expectantly for a mainstream watchmaker to join in the fun, and one has answered the call in the form of TAG Heuer.
The Swiss watchmaker is a mainstay in the industry and its products have garnered the hands of politicians, businessmen, actors and the upper echelons of society. With a reputation as such, it is a surprise to see TAG Heuer being interested in a product that relies more on functionality than novelty, as is the case with luxury watches. But with the large number of smartwatches entering the market and the imminent release of the Apple Watch, it looks like luxury watchmakers are starting to pay attention.
Initially, TAG Heuer did take a dismissive attitude towards smartwatches and the Apple Watch in particular, with interim chief executive Jean-Claude Biver going as far as saying it was “too feminine” and “it was designed by a student in their first trimester.” Despite all that, TAG Heuer have released a statement regarding an ongoing smartwatch project, already four months in the works, with Biver himself saying that they have secured partnerships and are actively seeking out acquisition opportunities to further this project.
For now, two giants have been rumored to be partners with TAG Heuer in this smartwatch project; Google and Intel. Intel will most likely provide the processor for the smartwatch and we do hope with Google on board as well, we could maybe see Android Wear powering the device. And we certainly hope so as it would be a shame to see a smartwatch of elegant TAG Heuer design underperform in the software department, which to be fair, is the driving force for smartwatches.
Known for their premium quality products, it will be very interesting to see what TAG Heuer can bring to a smartwatch that it’s competitors cannot. In fact, we may find out as early as CES 2015.