Tag Heuer has announced a partnership with Intel and Google to create its first smartwatch as well as the first luxury android watch in general. Although LVMH Watch Group head and Tag Heuer CEO Jean-Claude Biver was very critical about smartwatches as recently as 2014, he has since softened his stance. Known for adopting new ideas and taking risks, it's no surprise that it came around to creating a luxury android watch.
Since the brand is able to introduce a stylish angle such devices has been lacking, this venture is beneficial for all parties involved. As for collaborating with Google for a luxury android watch, Biver expressed starting from scratch since the mega-company doesn't already boast a smartwatch of its own.