Apple has thrown down the gauntlet to the luxury watch industry with their recent announcement of the gold Apple watch priced at about $17,000. Word has it that the Swiss watch giants are more than a little worried by these developments. Google has just announced a partnership with Tag Heuer and Intel to make an Android Wear premium watch…so things just got real in premium watch land.
To date wearable watches have been all over the map in terms of pricing and design. Most are stuck in the “Get Smart” world of clunky geekery, I have yet to see one I really like…and as an Apple phone user I couldn’t use them anyway. Interestingly fitness trackers have completely out sold smart watches, they are typically priced afford-ably and do something which their users actually value. Most people already carry a smart watch in their pocket…it’s called a phone. I like the form and function of my Tissot watch. It’s robust, doesn’t need charging and if I destroyed it or lost it I wouldn’t be devastated. It does one thing really well. I don’t leave home without it…but I easily could. I probably check the time on my phone more often than I do my watch by a factor of three to one.
The announcement with Tag Heuer is interesting especially because the top guys at Tag explicitly said they would not be going the “Get Smart” route. Out the box the smart money will be on their watch being much more expensive than most Android Wear devices. I’m OK with that. Having Tag use their watch expertise to make an attractive robust watch which does something which users care about is a really good idea. Most people won’t be able to afford it but having them pull it off (assuming they can) may set a new direction where wearable meets functional meets style…and I’m all for that.