In a very interesting development, TAG Heuer has announced that it will be bringing a smartwatch of its own to market to go head-to-head with the Apple Watch. TAG is teaming up with an unnamed tech companies to produce the TAG branded smartwatch.
In the past Jean-Claude Biver who is the interim chief executive at TAG has seemed dismissive of the smartwatch technology, but he has changed his mind on the potential of such a smartwatch. Biver says they started the development of the new smartwatch about four months ago and they intend to develop it using partnerships or perhaps even acquisitions to achieve their goal.
So far TAG has not shown any prototype designs or plans, but rumors suggest that their smartwatch would be a mechanical/digital hybrid design that could be powered by an Intel processor. Guy Semon, who is a general manager at TAG declined to confirm if either Intel or Google were partners in the project.
Biver is quoted as saying that “We'll only do it if we can be first, different and unique”. His opinion of the Apple Watch was not that high suggested it had no sex appeal, it was too feminine, and it look too much like the smartwatches already on the market.
Back in July Apple was seeking talent in the watch space and is known have hired a sales director away from TAG and has continues to look for other talent among top Swiss watch brands.