TAG Heuer, Google and Intel have announced a partnership to launch a Swiss smartwatch using Intel technology and Android Wear.

The collaboration was made official at Baselworld, during a press conference held on Thursday 19th March at the TAG Heuer booth featuring Jean-Claude Biver, President of the Watch Division LVMH Group and CEO of TAG Heuer, David Singleton, Director of Engineering for Android Wear, and Michael Bell, Corporate Vice President and General Manager of Intel’s New Devices Group.

“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,” said Jean-Claude Biver.

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, of which I am proud to be a pioneer today with TAG Heuer.”

David Singleton noted, “By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike — including us at Google. So we’re thrilled to be working with TAG Heuer and Intel to bring a unique blend of emotion and innovation to the luxury market. Together, and using the Android Wear platform, we can imagine a better, beautiful, smarter watch.”

“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 Heuer and Google brings us closer to realizing the vision of wearable technology with a distinctive smartwatch that elevates the category,” remarked Michael Bell.

Source: Intel Corporation

MacDailyNews Take: The fear is palpable.

“Android” is the perfect brand to tarnish TAG Heuer and Swiss watchmaking. With Apple Watch, Apple has deftly pushed these disparate entities into a desperate partnership that will end up doing Apple’s marketing job for them.

Android is second rate. Android is inferior. Android is for those who can’t afford or are unable to recognize the real thing. Android is a BlackBerry clone that was hastily rejiggered to mimic iPhone. Android is a security nightmare. Android is fragmented. Android is too many cooks in the kitchen.

Imagine Apple reinvents the car. This is like BMW teaming up with Microsoft and AMD to come up with their response. It immediately tarnishes the BMW brand while bringing too many mediocre cooks into the kitchen to concoct a weak knockoff.

Hasty, panicked partnerships like this and the insipid crap-by-committee junk that they’ll end up turning out will only serve to erode brands like “Swiss smartwatch” and TAG Heuer while further elevating the Apple and Apple Watch brands.

Watch and see.