In what could be the biggest announcement in recent times in the luxury wearable space, Swiss watchmaking finally joins forces with Silicon Valley powerhouses.
In news that is bound to send waves through the entire luxury smartwatch segment--a segment that is clearly the next big rage these days--TAG Heuer, Google and Intel have announced a partnership to launch a Swiss smartwatch. This announcement was made at the Baselworld, the planet’s biggest watch fair, currently underway in Basel, Switzerland.
In the midst of a myriad of smartwatches--many of which are trying to corner a space for themselves in the elusive luxury segment--this news is testament to the fact that even the old guard is now serious about infusing watchmaking rigour and expertise into the connected, wearable space. This segment is dominated with products that largely serve as a notification delivery and health monitoring system for the wearer, where the focus is more on functionality than form. With lasting value not being an element that factors too highly in their design, the entry of a brand like TAG Heuer could mark the start of a new generation of smartwatches that can stand shoulder to shoulder with classic timepieces that are built to last through generations. This is especially intriguing given Apple’s new watch, LG’s Urbane; both clearly talking to luxury audiences.
The watch is rumored to be a digital replica of the original Tag Heuer black Carrera (pictured above).
Commenting on the partnership, Jean-Claude Biver, President of the Watch Division LVMH Group and CEO of TAG Heuer stated, “Swiss watchmaking and Silicon Valley is a marriage of technological innovation with watchmaking credibility. Our collaboration provides a rich host of synergies, forming a win-win partnership, and the potential for our three companies is enormous.”
Adding to the announcement, David Singleton, Director of Engineering for Android Wear said, “By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike—including us at Google. So we’re thrilled to be working with TAG Heuer and Intel to bring a unique blend of emotion and innovation to the luxury market.”
Also, of note is Intel’s role in this key partnership. This will be the first smartwatch to be powered by their silicon. While the processing behemoth has been aggressive in the recent past with an aggressive foray into the smartphone and tablet space with their Atom-based processing platform, this marks a new entry into the lucrative wearable space. “As we work to enable technology experiences that provide greater utility and value to people, Intel is confident that a collective approach will inspire new innovation in wearable technology. The collaboration with TAG Heuer and Google brings us closer to realizing the vision of wearable technology with a distinctive smartwatch that elevates the category,” remarked Michael Bell, Corporate Vice President and General Manager of Intel’s New Devices Group.
Watch the announcement here:
Stay tuned; this is one segment that’s about to get a lot more interesting.
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