Tag Heuer has revealed that its first smartwatch, built together with Google and Intel, will go on sale in New York at 11am on 9 November.
The details were revealed in an interview with Bloomberg in which Jean-Claude Biver, Tag Heuer CEO, confirmed that competing with Apple is an entirely new issue for the traditional watch brand.
"That was our biggest challenge," Biver said. "How can we make a connected watch that looks like a normal watch with the normal DNA of the Swiss watchmaking?"
So far firm specs and features have emerged slowly. At Baselworld it was made clear that a regular Android Wear build would be used, similar to what we've seen on smartwatches from Motorola, Samsung, LG and Asus. The smartwatch is likely to run on a low-powered Intel chip, as Intel is its other big partner, and Tag even hinted that the smartwatch's hardware could be upgradeable over time.
Either way, this isn't a smartwatch for the masses. For international sales, a straight conversion of the touted $1,400 price to Sterling works out around £910 but what's much more likely is that the smartwatch will sell for £1,400 in the UK. Unlike the Apple Watch, there won't be a sub-$500 option. But Biver is happy for Apple to sell "millions and millions".
"The more they sell the more a few people will want something different and come to Tag Heuer," he said earlier this year, while pointing out that Apple will help get younger people interested in wearing a watch or device on their wrist, perhaps for the first time.
Biver referred to the device as the Tag Heuer Carrera Wearable 01 in a recent interview with Wareable.