TAG Heuer is to partner with Google and Intel to produce a smartwatch. The Swiss luxury brand’s device will use Google’s Android Wear as it looks to strike back at the threat posed by the Apple Watch.
TAG exec Jean-Claude Biver claimed that the device would be the “greatest connected watch”.
Last year, Biver controversially dismissed the Apple Watch when it was first revealed, saying that Apple's effort had "no sex appeal. It's too feminine and looks too much like the smartwatches already on the market."
However, with sales of smartwatches predicted to reach more than 28 million this year according to Strategy Analytics, Biver has been forced to take on Apple at its own game.
The Google and Intel collaboration will be available by the end of the year, with more details announced at launch.
It’s likely that pricing will match Apple’s high end Edition version of its smartwatch, which is due to start at £8,000.
Apple’s Tim Cook has already fired up the competition by claiming that his company’s product is ‘the first modern smartwatch’. Now it seems the battle is about to get a lot more intense.