TAG Heuer, Google and Intel Collaborate on Smartwatch

tag heuer google intel dealSwiss watch manufacturer TAG Heuer has announced a partnership with Google and Intel that will see the companies bring together their expertise in luxury watchmaking, software and hardware to produce a smartwatch powered by Intel technology and Android Wear.

The collaboration was announced at watch and jewellery conference Baselworld in Switzerland, with the three firms aiming to create a product that is both luxurious and seamlessly connected to its wearers daily life, in a partnership that marks a new era of teamwork between traditional watchmakers and the tech firms seeking to disrupt the market.

“Swiss watchmaking and Silicon Valley is a marriage of technological innovation with watchmaking credibility,” said Jean-Claude Biver, CEO of TAG Heuer. “Our collaboration provides a rich host of synergies, forming a win-win partnership, and the potential for our three companies is enormous.”

Few details have been released about the smartwatch (or watches) that will come out of the partnership, beyond the fact that they will integrate Intel-designed chips and run using the Android Wear OS.

“By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike, including us at Google,” said David Singleton, director of engineering for Android Wear. “So were thrilled to be working with TAG Heuer and Intel to bring a unique blend of emotion and innovation to the luxury market. Together, and using the Android Wear platform, we can imagine a better, beautiful smarter watch.”

“TAG Heuers decision to partner with technology companies to deliver a smartwatch will likely be the first of many similar deals,” said Ben Wood, chief of research at CCS Insight. “As the Baselworld event shows, the luxury goods space is big business.

“We believe it is a logical step for other watch companies such as Swatch (which owns brands including Omega, Tissor, Longines and Calvin Klein) and Fossil (DKNY, Diesel and Adidas) to enter the smartwatch space as well.”