Look out, Apple! Google, Intel and TAG Heuer Announce Swiss Smartwatch

By Ken Briodagh March 23, 2015

The only news in consumer wearables that anyone seems to want to talk about lately is the Apple (not-i)Watch. Although, it’s mostly to complain about how silly the $17,000 gold version is. Well, now, there’s an answer, thanks to collaboration from Google, Intel and Swiss watchmaker TAG Heuer.

The trio announced the project on March 19 at Baselworld, a watch and jewelry trade show in Basel, Switzerland. More than 2,000 leading watch and jewelry exhibitors from 45 countries gather to talk about the time every year and announce new products. This Swiss smartwatch will have Intel processing, an Android Wear OS and TAG Heuer branding and styling. If it wasn’t so uncouth to mention it, they’d probably also sell burn cream to anyone who had already paid for Apple’s offering.

“Swiss watch making and Silicon Valley is a marriage of technological innovation with watch making credibility,” said Jean-Claude Biver, CEO, TAG Heuer and President of the Watch Division, LVMH Group. “The potential for our three companies is enormous."

The main thrust of the group is to try and make a smartwatch that looks good (something for which nearly everyone is still waiting) and works for the mass of potential users (something which will require much proving).

“By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike – including us at Google,” said David Singleton, Director of Engineering for Android Wear at Google. “Together, and using the Android Wear platform, we can imagine a better, beautiful, smarter watch.”

No proposed price point was announced, but you can rest assured it’ll cost more than you think, and still much less than an Apple (extremely limited) Edition.

Edited by Maurice Nagle
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