Swiss luxury watch maker TAG Heuer's smartwatch will have a price tag of $1,400 when it hits the market in October or November this year, company CEO Jean-Claude Biver said during the opening of a Hublot boutique in Dubai Mall.
According to Bloomberg, Biver also said the smartwatch will have a 40-hour battery. For comparison, the 38mm version of Apple Watch has an 18-hour battery.
No other details about the as yet unnamed luxury smartwatch were revealed. TAG Heuer announced in March it will be powered by an Intel chip and will run Google's Android Wear, while Reuters reported it would be based on the TAG Heuer Carrera, a sporty, luxury timepiece with a motor racing pedigree.
And though the price is steep, much higher than that of the entry-level, $349 Apple Watch Sport, Biver is not worried about Apple Watch.
“I hope they sell millions and millions and millions of them. The more they sell the more a few people will want something different and come to TAG Heuer,” he said.
TAG Heuer is not the only luxury watch maker to jump into the smartwatch race. Swiss brand Breitling has already launched the B55, a Bluetooth-powered smartwatch that connects with your phone, and Bulgari (which is a sister brand to TAG Heuer, as both are part of the luxury group LVMH) has unveiled an NFC-enabled, connected timepiece in March.