TAG Heuer have launched their Connected Android Wear smartwatch and have seen their efforts in designing and promoting it pay off.
This is in the face of the Apple Watch which is seen as being part of the Apple brand which has a similar “status symbol” appearance to the likes of Nike footwear; and in the face of LG’s Watch Urbane which is LG’s dress-watch effort. Rather, the TAG Heuer will keep itself in the premium “Rolls Royce” or “Lamborghini” end of the market while premium watches offered by Apple, LG and others will keep themselves with the popular “BMW” or “Audi” end of the market.
There were some Initial doubts whether a luxury smartwatch, especially one based on the Android Wear platform would become successful . But TAG Heuer have ramped up the production of their Connected smartwatches from 1200 timepieces per week to 2000. They also intend to run the Connected Android Wear smartwatch as the basis of a series of smartwatches that have different varieties, materials and finishes.
What I see of this is TAG Heuer achieving the combination of a true smartwatch running a common smartwatch platform emanating from one of the names associated with Swiss luxury dress watches. This is compared to some other attempts in the traditional luxury-watch sector to have a “connected watch” which is a traditional watch with a baseline remote-indication ability for your smartphone.
Time to impress her at that fancy restaurant or impress them in that C-suite upstairs!