Seems that luxury watch maker TAG Heuer has had a change of heart. Back in September, when Apple unveiled their Apple Watch, TAG Heuer’s interim CEO (and head of LVMH’s watch division), Jean-Claude Biver, was one of the first detractors of the device. Biver was not a fan of Apple’s design but, more importantly, not a fan of smartwatches. At the time Biver said that smartwatches will soon be outdated while “luxury always has something timeless.” What a difference a few months make. Biver has now changed his mind and sees value in TAG Heuer developing a smartwatch. Likely the company is starting to sense consumer demand for the devices and does not want to risk being left behind if the product category finds success. The watch industry already took a huge hit from smartphones and smartwatches could be the final nail in the coffin for a company not able to adapt. Biver says TAG Heuer started exploring the concept 4 months ago and has already formed partnerships with Intel and Google. They do not want to release anything unless it feels “first, different, and unique.” The device is expected to utilize traditional watch mechanics in addition to a bevy of sensors. TAG Heuer’s smartwatch is unlikely to launch before late 2015.
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