Tag Heuer debuts first Swiss luxury Android Wear smartwatch

IDG News Service | Nov 9, 2015

Tag Heuer debuted the $1,500 Tag Heuer Connected on Monday, the first Android smartwatch from a Swiss watchmaker. In development for a year, it started with one instruction to the designers.

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SOT, JEAN-CLAUDE BIVER, CEO TAG HEUER
The Swiss watch industry is connected to the future.

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VOICEOVER
Introducing the first Android smartwatch from a Swiss watchmaker, Tag Heuer debuted the Tag Heuer Connected on Monday. In development for a year, it started with one instruction to the designers.

SOT, JEAN-CLAUDE BIVER, CEO TAG HEUER
Do a connected watch, yes, but please it must never look like a connected watch.

VOICEOVER
The result is a smartwatch that borrows heavily from the familiar Tag Heuer design. Owners will be able to change the digital watch face and watch alerts and reminders from apps running on a companion Android smartphone.

The titanium case is 12.8 mm thick and it has a diameter of 46mm, which is on the large size for Android Wear devices. It weighs 52 grams. The battery inside will last for 25 hours of use, according to Tag Heuer.

The company has high hopes for the watch but if customers find they aren’t using it after a couple of years, it has a unique offer.

SOT, JEAN-CLAUDE BIVER, CEO TAG HEUER
If you have a connected watch from Tag Heuer and you feel you don’t want to buy the next generation but you don’t want to throw it away, you go back to the store and we’ll transform your connected watch into a mechanical watch which will then become eternal.

VOICEOVER
If people take the company up on that offer, it could ironically turn smartwatch buyers into mechanical watch owners — just the market Tag Heuer is concerned about losing to smartwatches.

Smartwatch sales have got off to a relatively slow start but were boosted when Apple debuted its Watch earlier this year. It’s already flown past Android in terms of units sold, but the market is still young and its difficult to gauge if these sales represent a real demand for smartwatches or just the desire to try out a new gadget.
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