Tag Heuer and Intel Smartwatch Will Tag Team Against the Apple Watch (Updated)

By Gerald Lynch on at

Update: It's official – Tag Heuer is teaming up with Intel to deliver a luxury smartwatch based on its Carrera model. While the design is yet to be finalised, Android Wear is the confirmed OS.

"Our collaboration provides a rich host of synergies, forming a win-win partnership, and the potential for our three companies is enormous," said Tag Heuer CEO Jean-Claude Biver.

The original story follows.

"Apple will get young people used to wearing a watch," Tag Heuer CEO CEO Jean-Claude Biver recently told Reuters, "and later maybe they will want to buy themselves a real watch." Could today be the day we see Tag Heuer's "real watch" answer to the rise of the smartwatch?

Reuters is reporting that the luxury Swiss watch maker is teaming up with computing giants Intel to work on a timepiece capable of holding its own against the connected devices currently vying for a place on our wrists. It will be capable of tracking geolocation, altitude and distance walked, for instance. But Tag Heuer's watch will have one key advantage; it'll look just like its sweet, "proper" original black Carrera (one of the brand's most iconic designs), pictured above.

While Tag Heuer will make the traditional watch components itself in Switzerland, all the smart internals will come courtesy of Intel, which will produce chips and apps for the timepiece in Silicon Valley.

Though the smartwatch and luxury watch may seem like chalk and cheese at the moment and mostly aimed at very different consumers, Apple's £8,000 gold Edition variant has shaken up that paradigm slightly. In the consumer tech space, Apple has the same luxury appeal that those hunting down a Rolex crave. It's obscenely expensive smartwatch brings with it the exclusivity that the super-rich crave, so it's understandable that Tag Heuer would want to sure up its defences -- particularly after losing top staff to Apple.

The Tag Heuer / Intel smartwatch is expected to be revealed later today. We'll keep you posted on what it offers if it does indeed appear. [Reuters]