The Tag Heuer Connected
The Tag Heuer Connected

Tag Heuer is teasing buyers with its next Android powered smartwatch, the Tag Heuer Connected, which will cost $1,800 (AU$2,460). The Swiss luxury watchmaker will unveil the watch on Nov. 9 at New York City.

The Tag Heuer Connected website described the device as “tradition meets innovation, craftsmanship meets savoir-faire, and bold style meets breakthrough technology”. Last March, the big watch manufacturer that’s part of the French luxury group LVMH announced it will market a smartwatch running on Google’s Android Wear and powered by Intel.

“Get ready to experience the next step in innovation,” says the official Twitter account of Tag Heuer. The website also provides a glimpse of the new device.

“TAG Heuer is pushing the Swiss avant-garde limits even further with the TAG Heuer Connected,” explains the official website.

As reported by The Verge, the Tag Heuer Connected will be based on the popular Tag Heuer Carrera and will be targeted at fashion conscious consumers. The exquisite timepiece is expected to incorporate the Intel Quark SoC specially designed for small wearable devices. The chipset also enables low power consumption.

The Tag Heuer Connected will compete against the exclusive range of the Apple Watch in 18-karat gold priced between $10,000 to $17,000. Apple teamed-up with French design house Hermès to introduce its latest Apple Watch Hermès, which starts at $1,100.

In September, Tag Heuer CEO Jean-Claude Biver argued in an interview with CNBC that any connected device priced above $2,000 is difficult proposition, making the luxury Apple Watch “obsolete”. Going by this metric, Biver acknowledged that selling five million units of the Apple Watch is “phenomenal” since Apple isn’t a watch maker.

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