posted by Thom Holwerda on Thu 19th Mar 2015 13:13 UTC

Swiss watchmaker TAG Heuer is creating a smartwatch in partnership with American technology firm Google. The watch is an attempt to compete with devices by consumer-electronics makers, particularly the much-hyped watch by Apple. While TAG is the first traditional watchmaker to pair with Google, the partnership could open the door to other collaborations with high-end brands owned by LVMH, including Hublot and Zenith. One of the questions raised by Apple's $10,000 gold smartwatch is whether users will consider it a luxury item, and wear it for status as well as convenience.

TAG Heuer is a pretty big player in the classic, mechanical watch market, so this could be pretty big for both Google and classic watchmaking. Imagine a watch with a traditional, mechanical movement and a modern chip and display - stamped with that ever-important Swiss Made. A step closer to my ideal.

Unless it's square, of course, because that would be tasteless.

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