Tag Heuer smartwatch will make the Apple Watch look affordable

Tag Heuer’s eagerly awaited entry to the smartwatch space will launch this autumn with a lofty price tag, new reports have claimed.

According to Bloomberg, the unnamed Moto 360 rival will start hitting retailers ‘in October or November’ alongside an Apple Watch dwarfing $1,400 (£912) asking price.

In contrast the Apple Watch – a wearable criticised for being too expensive – is available from £299.

The iPhone maker’s smartwatch range does quickly move up the pay scale, however, all the way to the £13,500 18-carat gold Apple Watch Edition.

Further details on the Tag Heuer smartwatch’s features list are still few and far between, although Tag’s head honcho Jean-Claude Biver has confirmed the device will offer a 40 hour battery life on a single charge.

It has also been suggested that the device will be based around the design of one of the company’s most iconic timepieces – the black Carrera.

Questioned on his views on the Apple Watch, Biver, who heads up the watchmaking activities of Tag’s parent company LVMH Moet Hennessy Louis Vuitton SE, stated: “I hope they sell millions and millions and millions of them.”

He added: “The more they sell the more a few people will want something different and come to Tag Heuer.

Related: Apple Watch vs Pebble Time

Last month it was revealed that Tag Heuer has partnered with Intel and Google to aid development of its Android Wear powered smartwatch.

“Swiss watchmaking and Silicon Valley is a marriage of technical innovation with watchmaking credibility,” Biver stated.

Guy Sémon, General Manager of Tag Heuer, added: “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.”

Unlike other sites, we thoroughly review everything we recommend, using industry standard tests to evaluate products. We’ll always tell you what we find. We may get a commission if you buy via our price links. Tell us what you think – email the Editor