tag-heuer-smartwatchAs you might have heard, luxury watchmaker TAG Heuer announced several months ago that they would be getting into the smartwatch business. At that time we heard that the device could cost around $1,400 which is pretty expensive as far as smartwatches are concerned, but cheap as far as a TAG Heuer is concerned.

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It turns out that the price of $1,400 wasn’t too far off the mark. Instead according to reports, the TAG Heuer smartwatch is expected to retail for $1,500. Initially there were rumors that it could go up to $1,800, but according to the company’s CEO Jean-Claude Biver, he told Le Matin Dimanche (via Channel News Asia) that it would instead retail for $1,500.

Given how much TAG Heuer watches costs normally, $1,500 is actually on the cheaper side as a regular watch, but definitely more expensive than a typical smartwatch, especially since this device is expected to pack smart features in it as well alongside typical watch functions and features that one would expect from a TAG Heuer. Details of the watch are scarce and according to Biver, “Our watch will have almost the same functions as an Apple Watch, but I don’t want to divulge too much.”

That being said despite comparing some of the features to the Apple Watch, Biver insists that the Cupertino company is not a competitor. “We are not Apple. We are a watch brand. I forbid my colleagues to say Apple is our competitor.” TAG Heuer’s smartwatch, the Carrera Connected, is expected to be officially launched in stores in New York at noon on Monday.

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