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Jean-Claude Biver, head of French luxury goods group LVMH's watch business and interim CEO of the group's biggest watch brand, TAG Heuer, poses in front of the company's logo before a news conference in the western Swiss town La Chaux-de-Fonds December 16, 2014. REUTERS/Arnd Wiegmann (SWITZERLAND - Tags: BUSINESS LOGO)

After being heard of voicing out bad criticism for the Apple Watch, TAG Heuer’s interim CEO backtracked by saying that the upcoming Apple wearable can be considered as an incredible achievement. The company’s main man even mentioned that he plans of sporting the device once it gets launched.

Bloomberg reports that TAG Heuer confirmed that it will be joining the smartwatch bandwagon some time soon. Apparently, the company’s first smart wearable will also be its first product that will be developed outside of Switzerland. Report says that the company would have to seek the help of tech partners in Silicon Valley in order to produce its own smartwatch.

TAG Heuer interim CEO Jean-Claude Biver and head of timepiece unit of the luxury goods conglomerate LVMH, admitted that his company lacks the proper technology needed to develop such wearable device. Biver adds that his team and even the other companies in Switzerland have no way of producing the engine, the chips, the applications and the hardware for the planned smartwatch. This is where partners from Silicon Valley would come and fill the gap.

The upcoming TAG smartwatch will have its hardware and software from Silicon Valley. But the company boasts that the design, the watch case, the dial, the crown are all Swiss made.

Report says that the Apple Watch poses a very big threat to traditional watches which cost $2,000 and below. This price category is where TAG Heuer fiercely competes. On the other hand, LVMH also has other brands which includes Hublot and Zenith which sell at much higher prices.

Despite the company’s plan of competing with the Apple Watch, Biver claimed that Apple’s soon-to-be-released smart wearable looks like a fantastic product. He admits that his own timepiece connects him to history, while having the Apple Watch will likely connect him to the future.

Meanwhile, The Verge reports that game developer Nimblebit is creating a game app for the Apple Watch. The company responsible for the famous game “Tiny Tower” revealed that its new game called “Letterpad” will also be featured in the upcoming wearable. However, Nimblebit said that the word game is not exclusive to the Apple Watch though it is one of the first games mentioned to be included in the much anticipated device.

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