TAG Heuer’s Android Move Means Switzerland Is Embracing The Smartwatch


Today the Swiss watch industry makes a major leap into embracing the smartwatch. LVMH Watch Group head Jean-Claude Biver is not a man to ignore pop culture and all that is modern even though he made his money running companies that sell traditional, mechanical watches. Today, sitting as the CEO of Swiss watchmaker TAG Heuer, he stands with representatives from Intel and Google announcing the first ever Android Wear-powered Swiss smartwatch. As recently as 2014 Jean-Claude Biver was an outspoken critic of smartwatches and what he felt was a slim value proposition to consumers of “traditional” watches whose marketing strategy often falls on offering a product that consumers can wear for many years. Biver and some of his colleagues have been extremely quick to point out that in their opinion the major failing of smartwatches is that consumers are asked to buy something potentially expensive that they will feel…

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