We all love Tag Heur. The shiny chemically hardened steel / titanium bracelets, eye-popping design and the insane pricing have left people squriming for nearly a century. Inspired by the Apple Watch, the Swiss luxury watchmaker is now busy in creating a new smartwatch with the help of unknown tech companies.
During a press conference at TAG Heuer's headquarters in La Chaux-de-Fonds, Switzerland, interim chief executive Jean-Claude Biver informed the media about the company's latest interest in the "smart" devices.
We started on the project about four months ago. We have done several partnerships and might also do acquisitions
Though the company didn't demonstrate any new prototypes in the conference, rumors claim the watch is a hybrid digital/mechanical design powered by an Intel processor. Also rumored for inclusion are biometric sensors to measure metrics like a user's heart rate.
Tag Heur also remained tight-lipped on who the companies were that were participating in it. Rumor has it that the company has acquired some unknown tech companies and is now working on some partnerships.
As for the Apple Watch, the product "has no sex appeal. It's too feminine and looks too much like the smartwatches already on the market."
"We want to launch a smartwatch at TAG Heuer, but it must not copy the Apple Watch," Biver said. "We cannot afford to just follow in somebody else's footsteps."