Honestly, with all the companies fighting for our wrists, we'd be lying if we said we weren't a little flattered. And the upcoming Apple Watch, which will land encased in everything from aluminium to solid gold, is pretty much the only premium option for those looking to splash out. At least, it was.
That's because Tag Heuer has revealed that it’s partnering up with Intel and Google to produce a watch that’s smarter than its regular lineup.
Making the announcement at Baselword, the watch giant stated that it plans to launch a version of its Carrera watch next autumn, offering features including geolocation, distance, and altitude.
Unlike the company’s traditional watches which are forged in Switzerland, the silicon innards and software will be taken care of in the US by Intel and Google, although the actual watch case, dial and design will be created in Switzerland.
It’s still not clear exactly what the watch will look like, although we’ve been promised a near-replica of the original black Carrera model. Tag Heuer’s president Jean-Claude Biver believes that the watch sports a “traditional look” and “will have all the emotion and DNA of a Tag Heuer”.
Traditional watch lovers still scorn smartwatches for their lack of, well, soul, but this could be the first step in blending tech and tradition well enough to appeal to all. Intel’s Michael Bell (who we interviewed at CES), believes that this new partnership could result in a “distinctive smartwatch that elevates the category”.
Whether or not the mysterious timepiece will have an all-digital screen or a mechanical/touchscreen hybrid, remains to be seen. We’re also interested to see if Google’s full Android Wear experience will be present.
With the Apple Watch about to take centre stage, and more Android Wear offerings on the horizon, 2015 looks set up to be the battle for our wrists.
We’ll be keeping an eye out for the final reveal, so stay tuned for more info, as and when we get it.