TAG Heuer Announces $1,500, 46mm ‘Connected’ Android Wear Smartwatch With Intel Atom Power

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$1,500 is a lot to spend on a smartwatch, but TAG Heuer reckons that the high price tag won’t matter given the pedigree attached to its newest wearable. Today, TAG Heuer officially announced its Connected Watch, which is its fist watch to run Google’s Android Wear operating system.

The Connected takes more than a few cues from TAG Heuer’s own Carrera analog watch, but replaces the intricately designed and assembled mechanical internals with microchips. TAG Heuer worked closely with both Google and Intel while developing the Connected, as the company wanted to make the right first impression when entering the smartwatch market — after all, no one wants to sully the company’s brand with a rubbish product.

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“So today if there is something to be said, today is the marriage of Watch Valley and Silicon Valley. It’s a marriage between America and Switzerland,” said TAG Heuer CEO Jean-Claude Biver. “The Swiss watch industry has entered today, thanks to Intel and Google, the Swiss Watch industry is connected to the future. That is the importance of the event today. That is why I’m excited. That is why I am proud to be here.”

It may be a new day for TAG Heuer and the Swiss Watch industry, but don’t expect the Connected to blow your socks off in the specs department — at least not compared to other Android Wear devices. The smartwatch uses an Intel Atom Z34XX processor, Bluetooth LE, Wi-Fi, 4GB of internal storage and gyroscopic sensors.

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Those features, with the exception of the Intel processor, are pretty standard fare for Android Wear devices. But what you will be most surprised by is what the Connected lacks — you won’t find GPS, a heart rate sensor or even a speaker on the smartwatch (all notifications announce themselves via vibrations). As for battery life, TAG Heuer says that you’ll get roughly 30 hours of runtime in typical usage scenarios.

So what you’re paying for is the grade 2 titanium casing and, of course, the TAG Heuer name. The TAG Heuer Connected will be priced at $1,500 and will come with a two-year warranty. After that warranty is up, owners will have the opportunity to trade it in, pay an additional $1,500 and receive a “real” mechanical TAG Heuer watch.

The TAG Heuer Connected will be available to purchase in the United States today at noon EST.