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Tag Heuer's $1,500 Android Smartwatch Has Arrived

Meet the latest Apple Watch competitor.
Photo: Tag Heuer

Photo: Tag Heuer

After announcing their plans to collaborate on a smartwatch in March, the luxury-tech trinity that is Google, Intel and the LVMH-owned Tag Heuer have finally unveiled the fruit of their labors: Tag Heuer Connected. It costs $1,500, the same amount customers can drop on a stainless steel Apple Watch with an Hermès cuff band and much less than they would spend on one of Apple's rose gold models.

Technically powered by Intel and Google's Android Wear, the watch's external design isn't so far off from any other Tag Heuer sport watch, especially since the traditional-looking hands and dial remain visible when the wearer isn't actively using the watch. At launch, there will be a few exclusive apps, including one for golf and another for motor racing. It seems like those would appeal chiefly to people who identify with the executives presenting the watch on Monday (Brian Krzanich of Intel, Jean-Claude Biver of Tag Heuer, LVMH's Bernard Arnault), which is to say "luxury males" of a certain age. The perforated rubber strap, which comes in colors like black, red, yellow and green, takes it down a few style notches, but at least it's consistent with the sporty theme.

Maybe the most interesting aspect of this smartwatch is the fact that customers can, when its two-year warranty period is up, go into a Tag Heuer store to exchange it for a mechanical watch of a similar design. It's available now at Tag Heuer stores and retailers like Bloomingdale's and Macy's.

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