TAG Heuer Will Face the Apple Watch Head-On With Its Own Smartwatch

By Gerald Lynch on at

Luxury watch manufacturer Tag Heuer was dismissive of the threat posed by the Apple Watch, even when the Cupertino company began poaching its staff. Now however, just as Apple's design guru Jony Ive predicted, the tide seems to have turned -- Tag Heuer has admitted work has begun on its own smartwatch product.

However, with its expertise sitting in mechanical rather than digital, connected timepieces, it seems the company may consider developing the wristwatch in conjunction with other more tech-savvy parties.

"We started on the project about four months ago. We have done several partnerships and might also do acquisitions," said Jean-Claude Biver, head of LVMH watches and TAG Heuer interim chief executive.

According to rumours, those partnerships may include deals with Google and Intel. Tag Heuer is thought to be looking at including traditional mechanical watch elements with data-harvesting sensors that could monitor fitness metrics like calories burned and steps taken. Still in the early stages of development, don't expect to see anything concrete from the project until at least the middle of next year however -- by which point the Apple Watch is likely to have been on sale several months. [Reuters]