TAG Heuer Launches the World’s First Swiss Luxury Smartwatch

Take that, Apple.

Yesterday at a New York press event filled with flashy videos and fine imported cheese wheels, execs from TAG Heuer, Intel and Google unveiled the fruits of their three-way collaboration: Connected, a sophisticated Android Wear device making major strides within the luxury smartwatch category. Combining classic TAG aesthetics and craftsmanship with some serious computing power, it’s enough to grab our attention, all cheese wheels aside.


As you’d expect from a smartwatch, it offers notifications and alerts, weather and fitness goal updates, plus more innovating features such as customizable interactive counters on its dial. But where it really shows off its tech chops is with a customized version of Insiders, an externally developed app for the watch that allows subscribers in almost 300 cities around the world to receive timely travel, dining, fashion and other lifestyle tips from the people, brands, and publications they trust. (Imagine Ralph Lauren and Sir Roger Moore giving you recommendations about what to wear, what to see and where they like to dine, all based on where you are and what you’re up to.)

The Connected watch is available for $1,500 with a black strap on TAG’s site or six other colors in their boutique stores. If at the end of two years with your Connected you decide smartwatches just aren’t your thing, you can take it to a TAG Heuer retailer and for $1,500 exchange it for an actual mechanical, Swiss-made and similarly designed Carrera watch. Given how fast tech adapts and becomes obsolete these days, that’s a fairly unique insurance policy most retailers don’t offer. Whether you opt for timely or timeless, it’s a safe bet you won’t want to return this wrist candy.

Photos by TAG Heuer