The average person thinks a smartwatch should cost around $200. So of course Tag Heuer has a new solid, 18-karat rose gold Connected costing ... $9,900.
It's pretty outrageous but we kinda love it. After all, Tag has much more right to be building luxury smartwatches than Apple ever did and Cupertino gave up on its solid gold smartwatch plans. Plus, Tag just deservedly picked up Highly Commended in our Smartwatch of the Year category at our first Wareable Tech Awards.
Read this: The full in-depth Tag Heuer Connected review
There doesn't appear to be any difference with the first grade 2 titanium smartwatch - it's an Android Wear watch, it's powered by Intel Atom, has a crisp 360 x 360 1.5-inch LCD display and will no doubt launch with some swanky new custom watch faces. It will be available at Tag stores this autumn, but we don't have a firm release date.
As with the original, you can trade in a Tag Heuer Connected after two years of use to get a mechanical Tag. In the case of the original, you had to part with more cash for the trade-in but we're not sure the exact arrangement here.
It certainly fits with the idea that Tag possibly sees smartwatches as a fad or a gateway to more expensive timepieces, though. This can't just be a pretty marketing device for fancy dumb watches, right? Right?