TAG Heuer plans smartwatch as honcho Jean-Claude Biver changes mind as Apple Watch looms

“TAG Heuer is pushing ahead with plans for a smartwatch to more directly compete with the likes of the Apple Watch and may make acquisitions to help drive the strategy, its head said on Tuesday,” Silke Koltrowitz reports for Reuters. “Swiss watch makers like TAG Heuer, the biggest brand in luxury goods group LVMH’s watch portfolio, had until recently largely dismissed the threat of ‘smart’ gadgets, but LVMH watch chief Jean-Claude Biver says he had changed his mind on the subject.”

Koltrowitz reports, “‘We started on the project about four months ago. We have done several partnerships and might also do acquisitions,’ Biver, head of LVMH watches and TAG Heuer interim chief executive, told journalists at the brand’s headquarters at La Chaux-de-Fonds in western Switzerland.”

MacDailyNews Take: “About four months” or, since we’re talking timekeeping, to be precise: 3 months and 7 days ago.

“Biver said TAG Heuer, which promotes its upmarket sporty image with models such as the Carrera which it describes as inspired by motor racing, would make an announcement once it had a good product to present, or late 2015 at the earliest,” Koltrowitz reports. “‘We’ll only do it if we can be first, different and unique,’ he said.”

Read more in the full article here.

MacDailyNews Take: We love it when panic sets in.

[Thanks to MacDailyNews Readers “Fred Mertz” and “Lynn Weiler” for the heads up.]

Related articles:
Apple Watch starts countdown on face off with Swiss industry – October 31, 2014
The fashion elite crowd around Apple Watch at Colette in Paris – September 30, 2014
Jean-Claude Biver: ‘The Apple Watch cannot compete at all with European watches’ – September 15, 2014
Jean-Claude Biver: Apple Watch ‘too feminine; looks like it was designed by a student in their first trimester’ – September 16, 2014
Barclays: Apple Watch could crush companies like Fossil – September 16, 2014
Jean-Claude Biver: ‘The Apple Watch cannot compete at all with European watches’ – September 15, 2014
Old school watch makers don’t get Apple Watch – September 12, 2014
Apple Watch, the world’s first real smartwatch, will be a massive hit – September 9, 2014
Apple iWatch designer Jony Ive: Switzerland is in deep shit – September 4, 2014


    1. ‘We’ll only do it if we can be first, different and unique,’

      Well, they can’t be first, as there are already a bunch of “smartwatches” available, and Apple’s will be released soon. And I’m sure a bunch of others will be released before TAG gets anywhere.

      So, at best, TAG can do “different and unique”.

  1. I’m sure most readers/visitors here have noticed the increased level of watch TV advertising we’ve been seeing lately. I know it’s Christmas and all that and that’s about the only time they really advertise, but this is way more than usual, so you know they’re all running scared.

    1. I don’t think there’s markedly more watch advertising than any other holiday season. Tis the season to advertise jewelry. The Kay Jewelry and other jewelry commercials are all over the place, too.

    1. I think anything TAG Heuer does will have to be completely different from the Watch. Even with TAG Heuer’s name and brand loyalty, they can’t possibly compete with Apple’s mobile device expertise, Watch’s integration with the iPhone, and Apple’s computer expertise. Anything TAG Heuer could possibly develop to try to compete with the Watch would pale by comparison.

    1. A solid brand will be irrelevant if the market shifts as dramatically as it likely will.

      I’m sure there were great buggy whip brands, but they simply had no place in the world of the automobile.

      This won’t be an immediate transition.

      There are youngsters (and baby boomers) who already have free wrist real estate. And there are people in the rapidly developing world deciding between form and function (and who will likely find that an Apple provides both — a genuine status symbol with valuable day-to-day functions). They’ll buy these by the tens of millions.

      Then there are folks like me with a handful of beautiful automatic watches. I’d like to think there will always be a place for them on my wrist, but the truth is that real estate will one day be too valuable to waste on mechanical art.

  2. First, well everyone and their dog will be or has been making smart watches or a wrist wearable device.

    Unique and different are synonyms, obviously something that is unique is going to be different.

    A round smart watch might be different, or maybe say a circular one will be unique. A hexagon or octagon watch might be interesting as well.

    1. I agree. Apple should license and provide “Apple core,” which watch makers can design/package into their own case, display, and band.

      Apple has brand recognition, so they really do not need the watch makers, however Samsung and others do not. Why give them a chance. Lock up the luxury brands before they do.

      1. Unfortunately I think the identity of Swiss watches is wrapped up in the mechanical processes. So, with digital innards, they would sacrifce their identity to make watch bands.

        Not gonna happen… not on their watch. HAHA

        Another thought: self-charging watches (like self-winding)… probably more approprate for Apple to design and produce than a watch maker integrating an Apple watch core. If Apple doesn’t go there for some reason than maybe that’s the “in” for Swiss watchmakers and the rest of the industry.

        Also, Apple will NEVER make chocolate…

  3. It’s amusing they think they can compete in a tech space which is unknown to them in a short amount of time. This isn’t the case, in their case, of someone “just walking in and taking over” as the Palm CEO famously said just before their expiration doom. TAG-Heuer just hasn’t the entire working ecosystem and only one small component, even well executed, won’t do it for them. Some of you might be more generous and magnanimous about it but really, they haven’t a chance except to be to a rounding error niche. But hey give it a shot, at least the stockholders can’t say you didn’t try.

        1. I agree it seemed an obvious point to me, we are talking about tech devices here not pure watches otherwise Tag would be stating (as they did before) that they WONT be going into this space and sticking with their strength and the argument would be based around the logic of that particular decision not this one.

          1. Exactly. Certainly not an area of strength for them. I just don’t see how something like this could succeed all that well or optimally at anyplace other than Apple, let alone from a traditional watch manufacturer. But as Dennis Miller says “I could be wrong” (although doubtful).

      1. Watches are the *original* tech market. It’s just that the technology has plateaued, and they’ve become jewellery.

        It’s not that the Apple Watch is in the same market space, it’s just that they compete for the same real estate. And it looks like the Apple Watch will provide enough value to enough people, to displace the traditional watch. Not for everyone. Not right away. But enough to spark a wider trend from one product to the other as the value proposition of the Apple Watch grows. It might only take one “killer app” to kill off the traditional wristwatch.

  4. Or maybe TAG is just being smart and seeing that certain smart technologies are going to be expected in watches in the coming years and are thinking ahead. I seriously doubt they will be competing with Apple in terms of tech innovation. Apple and TAG are not competitors and never will be, unless Apple drastically changes its model.

    1. I agree this will be about them adding a few (deemed) crucial digital/connected functions that they hope will keep them in the game without truly offering the sort of device that Apple is offering and if they do it right it will possibly keep their fashion watch niche safe from competition from other watch makers while hoping to keep some old school or fashionista customers from defecting by offering just enough to keep them happy without looking totally stone age. A jump into the darkness they need to make but then they should have known that much longer than 4 months ago.

    2. Not a chance. Apple doesn’t yet know what the killer app is for their platform yet. Neither does Google. But whatever it is, the killer app will emerge from an active developer base and will be dependant on a wider an ecosystem around the product. Cloud services, development environments, payment platforms, operating systems, peripherals and retail networks will be needed to compete in this space.

  5. I can’t imagine a watch company like TAG wanting to compete with a tech company like Apple. I don’t see why they would be threatened. Even when I do buy an AppleWatch I won’t be junking my other watches. It’s possible I underestimate Apple’s ability to sell tens of millions of AppleWatches.

    I don’t think it’s unusual for a person to own more than one watch if they like watches. It would seem there would be plenty of consumer market share for both companies to make money. This idea of how only one company must have all market share at the expense of all others really makes no sense to me. I just don’t see AppleWatch cutting into TAG watch sales. Apple will probably get most consumers who’ve never thought about getting some TAG watch. TAG makes excellent timepieces and Apple surely can’t take away from that. TAG might be able to build some decent smartwatch but it won’t have an ecosystem or support that buying an Applewatch will provide.

    1. Yes and no. Depends on the timescale. In the short term Tag will be fine I think and yes people buying at that level can usually afford both or more. However if as expected Apple redefine what you wear on the wrist and other tech company follow over the years their increasing functionality and the attitudes of younger people growing up with such tech will potentially degrade Tag’s market position over a longer period or certainly make them an increasingly smaller niche player.

    2. I agree.

      I have many watches and wear (at least) one everyday.

      But here’s the catch with the Apple Watch, if it delivers on its promise.

      Once you get used to its functionality and find it very useful, (again, if it delivers on its promise) you won’t want to not have it on your wrist – other watches just won’t make the cut, no matter how expensive and beautiful they may be.

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