Tag Heuer takes aim at Apple with £1,100 Intel-powered Android Wear smartwatch and shake up the wearables market

Swiss watch maker Tag Heuer has become the latest to jump on the smartwatch bandwagon, with the launch of the £1,100 Apple Watch-rivalling Tag Heuer Connected.

The launch marks the first time a traditional watch maker has created a fully-functional smartwatch, and Tag Heuer has gone all-out to create a luxury device that it hopes will tempt buyers away from the Apple Watch.

On the design front, the Tag Heuer Connected comes crafted from premium grade 2 titanium, making it lighter and more resistant to impacts than a watch made out of steel or gold. It also boasts IP67 certification, which means it’s protected against dust and water to a depth of 1m. It will be made available with a choice of seven rubber straps.

Its forefront comprises a 1.5in 360×360 240ppi LCD screen encased in scratch-resistant sapphire crystal, while under the hood you’ll find 1GB RAM, 4GB storage, and a 1.6GHz dual-core Intel Atom Z34XX processor.

Commenting on the launch, Intel CEO Brian Krzanich said: “Intel makes amazing experiences possible with smart, connected technology. Together with Tag Heuer and Google we created a beautiful, intelligent and functional product that harmonizes the latest computing innovation with more than a century of watchmaking experience, timeless aesthetics and supreme quality.”

The Tag Heuer Connected runs Google’s Android Wear software, which means as well as being compatible with all Android phones running versions 4.3 and above, it can also be paired with iOS devices, albeit with limited functionality.

As well as offering all of the usual Android Wear functionality, the Connected comes with a number of Tag Heuer-designed watch faces. These include what the company is calling “interactive counters” – three circles that give you quick access to important information from apps and services. These can be tapped to fire up an application in full-screen mode.

The Tag Heuer Connected is available now priced at a cool £1,100. If after two years you decide a smartwatch isn’t for you after all, Tag Heuer will let you trade in the device for a mechanical alternative. You’ll have to pay for the privilege, however.

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