5 ms·

Tag Heuer unveils smartwatch venture with Intel, Google

37 points by noso 12y ago

kaolinite 12y ago
Hodinkee has quite a bit more information on this: http://www.hodinkee.com/blog/Jean-Claude-Biver-Talks-About-SmartWatch http://www.hodinkee.com/blog/Jean-Claude-Biver-Talks-About-S... Most importantly, the Hodinkee piece mentions pricing - somewhere in the region of $1000, i.e. more expensive than the typical wearable but more affordable than a regular Tag Heuer.
coldcode 12y ago
This post is rather pointless "declined to give any details about pricing, functionality or design".
- branchless 12y ago
  I can help with one: it's going to be expensive ;-)
threeseed 12y ago
Will be interesting to see if Microsoft or Blackberry set up their own partnerships with Swiss watchmakers. Arguably their target audiences are far more interesting to the higher end watchmakers than Android or even Apple. Smart move by Tag Heuer to get in first and position themselves as as the only serious Apple Watch equivalent on the Android side.
- ckoglmeier 12y ago
  Not sure if I agree with that on MSFT or BB. The target audience overlap might be high, but 100% of zero is still zero.
- joezydeco 12y ago
  How can it be called "serious" when there's nothing to look at? We'll bring you more information about this TAG Heuer, Google, Intel collaboration in October, when the triumvirate releases more details about the product. Yawn. A lot can happen in 6 months. Get back to us then. All you're telling us at this point is that nobody has even put a pencil to paper yet. I'm not trying to fanboi this thread but this is the kind of bullshit Microsoft used to pull off when they sensed a threat to any of their markets.
  - threeseed 12y ago
    There is nothing serious now, so what's a few months ? Nobody is going to buy a $1000 watch from LG, Samsung, ASUS, Google etc given that the brands are associated with either being: cheap or geeky (and not in a good way). Tag Heuer is a highly respected, fashionable brand that people aren't going to be embarrassed about wearing on their wrist. A lot can happen in 6 months sure but if it's an exclusive relationship then it's the only product that is likely to matter. I am talking specifically about the middle price point which is the most important to everyone.
    - RowanH 12y ago
      I'd be interested to see how many buy 2nd generation TAG smart watches vs mechanical watches. I'm sure the 1st generation will fly off the shelves as "the first TAG of their kind" but once the novelty value dies down I wonder about the longevity of a $5k smart watch vs a $5k mechanical. In 10 years time "where's that computer to plug it into?" "oh right.... "
    - joezydeco 12y ago
      There is nothing serious now, so what's a few months ? I wonder if this is what the conversations were like at TAG Heuer back in September after the Apple announcement. So, the question is: what changed in the last 6 months that TAG Heuer felt compelled to announce a competing product? It's an innocent question. Because coming out and saying "yeah, we're starting to work on, um, something" seems really unlike something a highly respected fashionable European brand would normally do. Unless I'm wrong about TAG Heuer. And you have to announce an alliance with Google/Intel? What message does that convey? Hey, we're great at making awesome highly respected fashionable watches but we don't know fuckall about computer hardware and software?
      - threeseed 12y ago
        Actually it's quite smart. Look at their price point: $1000 (much cheaper than their other models). Which means this product is a "gateway drug" for young Android guys to get a taste of what a Tag Heuer looks and feels like on their wrist. Once they learn more about what they are wearing the theory is they will be sucked into the watch community and buy a more expensive model. This watch is Tag Heuer's Mac Mini.
- thorntonbf 12y ago
  If Fitbit would make a 22mm band to fit my existing Maratac dive watch, I'd give them another $249 tomorrow. I love the functionality of the Surge. I don't need a screen - the connectivity to my phone is enough. I don't need text alerts. Give me the data in a "retro" form factor and I'd be squared away.
kwarwick 12y ago
It feels like there's an impending crunch in the luxury dumb watch industry. When there is productivity to be had by buying a smart watch, how can expensive dumb watches compete?
- Mikeb85 12y ago
  High end watches are about either status, or bought because they're mechanical art. That's why some cost more than your house or car... Its not about 'function'. A Picasso doesn't compete with your TV, nor does Viannay Halter or Felix Baumgartner compete with Apple.
- robotresearcher 12y ago
  Expensive watches are not about productivity or any technical functionality. They are a signal of wealth to others. A $30 Casio keeps better time than a handmade mechanical watch at 1,000 times the price.
  - count 12y ago
    They're no different than earrings or bracelets for women (generally). I keep time accurately with my GPS time synchronized cell phone. The watch is for show, literally. Some of them are amazing.
- count 12y ago
  Because some people buy the luxury dumb watches because they're amazing mechanical engineering. I don't WANT a 'smart watch' at all, but I love my TAG that has no battery or other electrical components as a piece of engineering jewelry.
  - jjoonathan 12y ago
    Out of curiosity (not hostility or snark, I swear) what is it about mechanical engineering of watches that draws such admiration? Is it because the components are large enough to see but small enough to look complicated? Is it a symbol of an idealized past? It seems quite difficult to make the case that the mechanical watch is superior in terms of human ingenuity, manufacturing / supply chain sophistication, or sheer number of "clever tricks," but I'm not entirely comfortable with the explanation that it's just a status symbol that gains its value from exclusivity or brand.
ChuckMcM 12y ago
I suppose it is a natural extension that technology eventually becomes a fashion statement but for some reason the whole idea of they 4 and 5 figure sums for a 'designer' widget really rubs me the wrong way. What's next the $7,500 Ives St Laurent calculator?
- from_elsewhere 12y ago
  It's very easy to criticize other people for having a different priority, such as aesthetics over price/value, from yourself. After all, particular interests often sound ridiculous if you don't share them. This is in everything from having a favorite precious metal to a favorite web development framework. However, if you're set on making such a criticism here, the least you can do is spell Yves Saint Laurent's name correctly.
  - ChuckMcM 12y ago
    Fair enough.
  - sho_hn 12y ago
    I suppose it does seem rather easy to criticize people who make that priority unnecessarily expensive watches, though. I can appreciate the craftsmanship that goes into them and will agree it makes for a better watch, but nonetheless one far past the cut-off for diminishing returns. Honestly, I feel like much of the attention paid to premium smartwatches is rooted in insecurity. Many a blog post about one is a fashion item as much as the watch is; it's meant to communicate that the author can appreciate fine things and is definitely not one of those pragmatic-boring "well actually" types that might write something like the first paragraph. Food for thought, if you found yourself thinking as much while reading it.
- threeseed 12y ago
  It's just Saint Laurent as the name changed a while ago. And they do sell $1300 iPad Cases. But yes "fashion" means you are paying the 99.999% premium over the raw materials. Apple is going to have a blast playing around in this market.
marincounty 12y ago
This article didn't give much. I'll pass this along. I bought my first nice watch from a overpriced jewelry store in San Francisco. It was a glowing dial Tag F1. I didn't realize at the time, but it was considered a unisex size. I didn't care, I had small wrists. I bought it for $139.00. Jump ahead years later, and the company realized they could add $1000-2000 to that price and still sell watches? Yes, the watches are bigger with a bit more bling, but they still use ETA quartz movements. ETA movements are great, but not worth what Tag is selling them for; I guess you could say that for most luxury watch brands. That said, all I want on my wrist is something that can tell me the time(analog) time, and maybe the date. I am already a nervous wreck--I couldn't imagine anything yelling/blinking on my wrist. If anyone get's into horology, you might see the value of a mechanical watch? A watch that will last a lifetime. Some of you will even be able to service the watch yourself.(A basic watch--nothing chronograph--books(DeCarle/Fried), tools, a lot of study through Internet videos, practice on cheap watches, etc.). If you do buy a mechanical watch, I can pass this along. You don't need to service it yearly. Service it when the time is off, or it stops. Change the gaskets every two years(if you go in the water). I guarantee most of you can change the back gasket and crown gasket without much study. (Tag does use some ETA 2824-2 movements. I thought they were all quartz.)
adamkochanowicz 12y ago
"Tag Heuer Chief Executive Jean-Claude Biver declined to give any details about pricing, functionality or design." "unveils"
- coderdude 12y ago
  To the title's credit, it does say that the venture was unveiled, not the watch itself.
ElectricFeel 12y ago
Arnie sells watches, Apple sells watches, now Tag Heuer.. EVERYONE IS SELLING watches!!! Jeez talk about a bunch of sheeple! Maybe I should start selling watches.
DiabloD3 12y ago
I just have one question to the entire smartwatch industry: why in holy hell do none of you make an IPX8 rated watch? All I want is a watch that can survive on my wrist >48 hours without recharging (even if that means an e-ink color screen), various sensors for heart rate and such, and can survive people's daily lives. Hell, even if it was a damned Pebble that pulled it off, I'd buy one.
- brorfred 12y ago
  Apple Watch is at least rated to IPX7.
jedmeyers 12y ago
Now movie The Internship is starting to make more sense. I was always wondering why would Google accept watch salesmen as interns.

37 points by noso 12y ago

Hodinkee has quite a bit more information on this: http://www.hodinkee.com/blog/Jean-Claude-Biver-Talks-About-SmartWatch http://www.hodinkee.com/blog/Jean-Claude-Biver-Talks-About-S... Most importantly, the Hodinkee piece mentions pricing - somewhere in the region of $1000, i.e. more expensive than the typical wearable but more affordable than a regular Tag Heuer.

coldcode 12y ago

This post is rather pointless "declined to give any details about pricing, functionality or design".

branchless 12y ago
I can help with one: it's going to be expensive ;-)

threeseed 12y ago

Will be interesting to see if Microsoft or Blackberry set up their own partnerships with Swiss watchmakers. Arguably their target audiences are far more interesting to the higher end watchmakers than Android or even Apple. Smart move by Tag Heuer to get in first and position themselves as as the only serious Apple Watch equivalent on the Android side.

ckoglmeier 12y ago
Not sure if I agree with that on MSFT or BB. The target audience overlap might be high, but 100% of zero is still zero.
joezydeco 12y ago
How can it be called "serious" when there's nothing to look at? We'll bring you more information about this TAG Heuer, Google, Intel collaboration in October, when the triumvirate releases more details about the product. Yawn. A lot can happen in 6 months. Get back to us then. All you're telling us at this point is that nobody has even put a pencil to paper yet. I'm not trying to fanboi this thread but this is the kind of bullshit Microsoft used to pull off when they sensed a threat to any of their markets.
- threeseed 12y ago
  There is nothing serious now, so what's a few months ? Nobody is going to buy a $1000 watch from LG, Samsung, ASUS, Google etc given that the brands are associated with either being: cheap or geeky (and not in a good way). Tag Heuer is a highly respected, fashionable brand that people aren't going to be embarrassed about wearing on their wrist. A lot can happen in 6 months sure but if it's an exclusive relationship then it's the only product that is likely to matter. I am talking specifically about the middle price point which is the most important to everyone.
  - RowanH 12y ago
    I'd be interested to see how many buy 2nd generation TAG smart watches vs mechanical watches. I'm sure the 1st generation will fly off the shelves as "the first TAG of their kind" but once the novelty value dies down I wonder about the longevity of a $5k smart watch vs a $5k mechanical. In 10 years time "where's that computer to plug it into?" "oh right.... "
  - joezydeco 12y ago
    There is nothing serious now, so what's a few months ? I wonder if this is what the conversations were like at TAG Heuer back in September after the Apple announcement. So, the question is: what changed in the last 6 months that TAG Heuer felt compelled to announce a competing product? It's an innocent question. Because coming out and saying "yeah, we're starting to work on, um, something" seems really unlike something a highly respected fashionable European brand would normally do. Unless I'm wrong about TAG Heuer. And you have to announce an alliance with Google/Intel? What message does that convey? Hey, we're great at making awesome highly respected fashionable watches but we don't know fuckall about computer hardware and software?
    - threeseed 12y ago
      Actually it's quite smart. Look at their price point: $1000 (much cheaper than their other models). Which means this product is a "gateway drug" for young Android guys to get a taste of what a Tag Heuer looks and feels like on their wrist. Once they learn more about what they are wearing the theory is they will be sucked into the watch community and buy a more expensive model. This watch is Tag Heuer's Mac Mini.
thorntonbf 12y ago
If Fitbit would make a 22mm band to fit my existing Maratac dive watch, I'd give them another $249 tomorrow. I love the functionality of the Surge. I don't need a screen - the connectivity to my phone is enough. I don't need text alerts. Give me the data in a "retro" form factor and I'd be squared away.

kwarwick 12y ago

It feels like there's an impending crunch in the luxury dumb watch industry. When there is productivity to be had by buying a smart watch, how can expensive dumb watches compete?

Mikeb85 12y ago
High end watches are about either status, or bought because they're mechanical art. That's why some cost more than your house or car... Its not about 'function'. A Picasso doesn't compete with your TV, nor does Viannay Halter or Felix Baumgartner compete with Apple.
robotresearcher 12y ago
Expensive watches are not about productivity or any technical functionality. They are a signal of wealth to others. A $30 Casio keeps better time than a handmade mechanical watch at 1,000 times the price.
- count 12y ago
  They're no different than earrings or bracelets for women (generally). I keep time accurately with my GPS time synchronized cell phone. The watch is for show, literally. Some of them are amazing.
count 12y ago
Because some people buy the luxury dumb watches because they're amazing mechanical engineering. I don't WANT a 'smart watch' at all, but I love my TAG that has no battery or other electrical components as a piece of engineering jewelry.
- jjoonathan 12y ago
  Out of curiosity (not hostility or snark, I swear) what is it about mechanical engineering of watches that draws such admiration? Is it because the components are large enough to see but small enough to look complicated? Is it a symbol of an idealized past? It seems quite difficult to make the case that the mechanical watch is superior in terms of human ingenuity, manufacturing / supply chain sophistication, or sheer number of "clever tricks," but I'm not entirely comfortable with the explanation that it's just a status symbol that gains its value from exclusivity or brand.

ChuckMcM 12y ago

I suppose it is a natural extension that technology eventually becomes a fashion statement but for some reason the whole idea of they 4 and 5 figure sums for a 'designer' widget really rubs me the wrong way. What's next the $7,500 Ives St Laurent calculator?

from_elsewhere 12y ago
It's very easy to criticize other people for having a different priority, such as aesthetics over price/value, from yourself. After all, particular interests often sound ridiculous if you don't share them. This is in everything from having a favorite precious metal to a favorite web development framework. However, if you're set on making such a criticism here, the least you can do is spell Yves Saint Laurent's name correctly.
- ChuckMcM 12y ago
  Fair enough.
- sho_hn 12y ago
  I suppose it does seem rather easy to criticize people who make that priority unnecessarily expensive watches, though. I can appreciate the craftsmanship that goes into them and will agree it makes for a better watch, but nonetheless one far past the cut-off for diminishing returns. Honestly, I feel like much of the attention paid to premium smartwatches is rooted in insecurity. Many a blog post about one is a fashion item as much as the watch is; it's meant to communicate that the author can appreciate fine things and is definitely not one of those pragmatic-boring "well actually" types that might write something like the first paragraph. Food for thought, if you found yourself thinking as much while reading it.
threeseed 12y ago
It's just Saint Laurent as the name changed a while ago. And they do sell $1300 iPad Cases. But yes "fashion" means you are paying the 99.999% premium over the raw materials. Apple is going to have a blast playing around in this market.

marincounty 12y ago

This article didn't give much. I'll pass this along. I bought my first nice watch from a overpriced jewelry store in San Francisco. It was a glowing dial Tag F1. I didn't realize at the time, but it was considered a unisex size. I didn't care, I had small wrists. I bought it for $139.00. Jump ahead years later, and the company realized they could add $1000-2000 to that price and still sell watches? Yes, the watches are bigger with a bit more bling, but they still use ETA quartz movements. ETA movements are great, but not worth what Tag is selling them for; I guess you could say that for most luxury watch brands. That said, all I want on my wrist is something that can tell me the time(analog) time, and maybe the date. I am already a nervous wreck--I couldn't imagine anything yelling/blinking on my wrist. If anyone get's into horology, you might see the value of a mechanical watch? A watch that will last a lifetime. Some of you will even be able to service the watch yourself.(A basic watch--nothing chronograph--books(DeCarle/Fried), tools, a lot of study through Internet videos, practice on cheap watches, etc.). If you do buy a mechanical watch, I can pass this along. You don't need to service it yearly. Service it when the time is off, or it stops. Change the gaskets every two years(if you go in the water). I guarantee most of you can change the back gasket and crown gasket without much study. (Tag does use some ETA 2824-2 movements. I thought they were all quartz.)

adamkochanowicz 12y ago

"Tag Heuer Chief Executive Jean-Claude Biver declined to give any details about pricing, functionality or design." "unveils"

coderdude 12y ago
To the title's credit, it does say that the venture was unveiled, not the watch itself.

ElectricFeel 12y ago

Arnie sells watches, Apple sells watches, now Tag Heuer.. EVERYONE IS SELLING watches!!! Jeez talk about a bunch of sheeple! Maybe I should start selling watches.

DiabloD3 12y ago

I just have one question to the entire smartwatch industry: why in holy hell do none of you make an IPX8 rated watch? All I want is a watch that can survive on my wrist >48 hours without recharging (even if that means an e-ink color screen), various sensors for heart rate and such, and can survive people's daily lives. Hell, even if it was a damned Pebble that pulled it off, I'd buy one.

brorfred 12y ago
Apple Watch is at least rated to IPX7.

jedmeyers 12y ago

Now movie The Internship is starting to make more sense. I was always wondering why would Google accept watch salesmen as interns.