If you were not busy drinking coffee and looking out the window you saw yesterday Tag Heuer launched its new Android-powered device wear Carrera connection. The watch has a titanium case and a beautiful crystal and contains a nice Android device wear, created especially for the category of Intel and Google. In general, it is an interesting proposal: $ 1,500 mark on the rubber strap that will make you feel like you’re wearing “real” Tag imitating fancy front end. It is also absurd biggest in 46mm and one of the cleanest and most selfish effort watchmaker lip service to the future smartwatches we’ve seen yet.

The entire exercise is a risky experiment tags. Through a partnership with Intel and Google – the company that marketing arm watchmaker brought gravitas clear thought process – a watchmaker ceded nearly all control software. Out Tag-inspired little more cartoonish face with the Intel Inside logo on the back, watches a strange chimera unrelated ideas come together at the event, so cheesy that CEO Tag Hauer, beautiful Jean-Claude Biver, literally brought some of his own cheese.

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The watch has a majority of the equipment associated with its modern SmartWatch including motion tracking and buzzing notice. It has a heart rate monitor, a big omission in a world where even the cheapest devices can tell how hard you’re working, but it has a 1.5 “360 × 360 circular transflective LTPS LCD display that can go into power saving mode, so you Can read the time at all times.

The main clock bloggers who allegedly support hours including Ben Clymer in Hodinkee who actually held the event, serving as a kind of MC to the odd day. But overall, the tone is one of general acceptance, and not tense adoration. In fact, the label so fearful of all this, they will allow you to change your SmartWatch for mechanical watches for just $ 1,500 – as long as you do it before the window closes two years. Mechanical, three hands tags with the same design and dimensions as the SmartWatch, it’s great and almost $ 1,500 worth saying twice that. This suggests an effort to protect customers from the vagaries of the tag of the world CE. However, savvy experimenter can also just take the clock Huawei for $ 349 or an apple for a few hours more. The market here is a mystery.

To be clear, I’m a big fan of the beaver as a figure in the watchmaking world. He is a cheerful person who does the aforementioned cheese and managers interesting watch brand from the depression of the 1990s and into the 21st century. Unfortunately, this particular SmartWatch is not a clock that marks the luxury of portable renaissance. As Prada Phone in front of him, we expect to see it reduced significantly in the coming year, as consumers hit the stores and look to exchange them for “real” luxury watches. Google and Intel Tag Heuer played for fools by releasing something that no company will be releasing their own, for fear of slow sales.

This is thinking – in essence a refusal to recognize that customers want to wear, that sail between two rocks on the price and quality, not sinking – that will ensure that Switzerland has always loses. What really makes Tag Heuer requests a certain brand of consumer spend $ 3,000 on a mechanical watch, but in between the purchase and the inevitable disappointment to tinker with Android wear the device while the processor is not seen as a prison too. It’s like a car dealer handing the keys to the VW Beetle driving before they deliver your Porsche. And fun, but you come for many to buy a sports car.