Intel's cheap and Android's free: Not any more, says TAG Heuer

Man, you gotta keep a watch on the Swiss

Mickey Mouse watch. Pic: Joe Haupt

(Comparatively) inexpensive Swiss watch maker TAG Heuer has chummed up with ad giant Google and silicon goliath Intel to launch a luxury smartwatch powered by a Chipzilla chipset and running Android Wear.

Google is evidently keen to join Apple and Microsoft in digging like a truffle-hog into the market for wearable, computerised, time-pieces.

There is very limited information about how smartwatches will fare when they reach the market, although the stonking $17,000 that Apple wants for its top-end strapon suggests they will be considered luxury items.

TAG (Techniques d'Avant Garde) Heuer is an established Swiss watchmaker, though not in the same league as front runners Rolex and Omega. Though the as-yet-unnamed device won't be “Swiss made”, the enterprise will be relying on the TAG Heuer cachet to make it a luxury product as opposed to just another Intel/Android combo.

Jean-Claude Biver, TAG Heuer's chief, was so excited to be part of the new menage a trois he actually ejaculated the following tinned quote:

"Swiss watchmaking and Silicon Valley is a marriage of technological innovation with watchmaking credibility. Our collaboration provides a rich host of synergies, forming a win-win partnership, and the potential for our three companies is enormous.”

Announced at the Baselworld watch fair, the threesome has been touted as a collaboration between Silicon Valley in California and the Watch Valley in La Chaux-de-Fonds, Switzerland. ®

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