Tag Heuer to release first luxury Android smartwatch

Company set to compete with 18-karat gold version of Apple Watch by launching watch using Google’s operating system in time for Christmas rushTag Heuer plans to release a smartwatch in time for the Christmas rush using Google’s Android operating system to compete head-on with the Apple Watch.

The company’s chief executive, Jean-Claude Biver, did not give any details about pricing, functionality or design. “We don’t want the competition to know what we are going to do. We want them to be surprised,” he said.

However, Biver said that it aimed to launch what would be the first Android luxury smartwatch in the fourth quarter.

The watch-maker is the largest of several brands owned by French luxury group LVMH.

The Apple Watch is due to go on sale 24 April 24. It will start at £299 in the UK and $350 in the US, with the 18-karat gold version – the model Tag is aiming to compete with - starting at £8,000/$10,000.

The Watch is Apple’s first major new product in five years and consumer demand for the device is being closely watched by competitors and investors.

It needs an Apple iPhone to work fully, and analysts say the most likely pool of initial buyers will already own one of the company’s smartphones.

The announcement was made on Thursday at the Baselworld watch and jewellery fair. Tag is making the smartwatch in conjunction with chip maker Intel.

‘Luxury watch of the future’

“Silicon Valley and Switzerland are going to conquer the market of the connected watch,” Biver told a press conference.

David Singleton, head of engineering for Android Wear at Google, said the companies were ready to “forge a new evolution for the luxury watch of the future”.

Michael Bell, vice-president of Intel’s new devices unit, said: “We believe wearable technology will take off as it represents who you are and how you want to be seen.”

Intel already struck partnerships with several consumer goods companies last year to develop smart wearable products, including eyewear brand Oakley, owned by Luxottica, watchmaker Fossil, and US fashion brand Opening Ceremony.

“Smartwatches are turning out to be the hottest news coming out of the Baselworld luxury goods show,” Ben Wood, chief of research at CCS Insight, said.

“With Apple Watch hitting the market it’s no longer viable for Swiss watchmakers to bury their heads in the sand. Now Tag Heuer has signalled its intention to enter the smartwatch market we are certain others will follow.”

TAG Heuer was founded in Saint-Imier, Switzerland in 1860 by Edouard Heuer.

The company was bought by Bernard Arnault’s LVMH in 1999 for £485m.