Tag Heuer Building Smartwatch

Swiss watch manufacturer has announced plans to build an Android Wear-powered smartwatch. The company ā€“ part of luxury goods-maker LVMH Group is collaborating with Google and Intel in order to produce the device.

The high-end watch industry is dominated by Swiss companies, though Tag Heuer is the first to develop a Google-based device. Experts are seeing the decision as part of an attempt to take on Apple. The plans were unveiled at Switzerlandā€™s Baselworld trade event.

LVMHā€™s Jean-Claude Biver said his firm decided to look beyond Switzerland after deciding to produce a smartwatch, telling the BBC: “There are two operating systems: one is Apple’s iOS, the other is Android Wear – who are we to invent another language at that level?”

Biver branded the idea of launching his own operating system ā€œabsurdā€, saying that it would be ā€œarrogantā€ to try and emulate Apple and Google. Speaking of the decision to work with Google rather than Apple, Biver said: “There is no doubt that we could eventually go to Apple, but why should we do a partnership with Apple, who is producing watches? On the one side they would be partners, on the other a competitor. Google is not producing watches, so the relationship is perfect.”

Intel said it was pleased to be working with LVMH, describing the Tag Heuer brand as ā€œdynamic, disruptive and modern”.

Rival manufacturer Swatch recently announced plans to launch its own smartwatch, although said its device would be a simpler product than the Apple Watch.

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