Tag Heuer on Thursday officially unveiled its smartwatch, a new Android Wear-powered device that was developed in partnership with Google and Intel. The smartwatch was announced during the global watch and jewelry show Baselworld in Switzerland.
The head of watches at LVMH, Tag Heuer’s parent company, said the company could have chosen Apple as a partner —debatable considering Apple doesn’t often partner with hardware makers — but decided to go with Google instead.
“There is no doubt that we could eventually go to Apple, but why should we do a partnership with Apple, who is producing watches? On the one side they would be partners, on the other a competitor,” LVMH’s Jean-Claude Biver said, according to BBC. Biver also argued it “would be absurd” and “arrogant” for Tag Heuer to develop its own operating system, which is why it looked for outside help.
Tag Heuer didn’t provide any details on the watch. It doesn’t appear to have a name or price, and images weren’t provided. The firm said the smartwatch will offer traditional Tag Heuer DNA and won’t mimic the Apple Watch. “Apple Watch looks like a miniaturised copy of its phone,” Biver said. “Our watch will never look like a phone.”