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Tag Heuer and Intel teaming up to take on Apple Watch

Luxury Swiss watch brand Tag Heuer has announced plans to launch an Android Wear powered smartwatch developed in partnership with Intel and Google.

Confirming plans for its first foray into the smartwatch space at the BaselWorld watch show, the traditional watch maker has revealed it will debut its first Apple Watch and Moto 360 rival this autumn.

The currently unnamed device will be styled as a digital revamp of one of Tag Heuer’s biggest selling models, the Carrera.

“People will have the impression that they are wearing a normal watch,” said Tag Heuer CEO Jean-Claude Biver.

He added: “Swiss watchmaking and Silicon Valley is a marriage of technical innovation with watchmaking credibility.”

Underneath that traditional exterior, the new Carrera will be able to do many of the things that a normal smartwatch can do, such as tracking geolocation, distance walked and altitude.

Despite declining shares for Swiss watch makers, Biver sees the Apple Watch as a positive thing for the industry. “Apple will get young people used to wearing a watch and later maybe they will want to buy themselves a real watch,” he said.

Discussing the move into smartwatch space, Guy Sémon, General Manager of Tag Heuer stated: “The quality of Swiss watches is renowned worldwide. When this is allied with the creative technology and global power of two companies like Intel and Google, using the Android Wear platform and based on Intel technology, we can see the launch of a technological revolution in our industry.”

Further suggesting this collaboration between traditional styling and modern technology will help expand the wearables space, Michael Ball, Intel’s Corporate Vice President of New Devices added: “As we work to enable technology experiences that provide greater utility and value to people, Intel is confident that a collective approach will inspire new innovation in wearable technology.

“The collaboration with Tag Heurer and Google brings us closer to realising the vision of wearable technology with a distinctive smartwatch that elevates the category.”

Related: Apple Watch vs Android Wear: Smartwatch OS comparison

Despite confirming plans to enter the smartwatch race, firmed up details on the upcoming device are still unclear.

Although unlikely to reach the lofty heights of the £13,500 Apple Watch Edition, there is no word on how much this premium smartwatch will cost.

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