Was $1,400 OK for TAG Heuer? Nah, let's make it $1,800

Oct 1, 2015 15:14 GMT  ·  By

Well, smartwatches are usually expensive things. These are half-music players, half-mini-computers, half-fitness trainers, half-watches, half-mostly everything. But when expensive materials, fancy designs and luxury brands are added to the mix, you get The Most Expensive Half-Everything.

In short, this is the TAG Heuer. It's an expensive gadget that doesn't want to be associated with those Korean and Japanese plastic electronic wrist-toys for kids although it is basically one because even TAG Heuer understands that the future of the watch is probably the smartwatch.

However, to make sure big bucks draw big names, TAG Heuer made sure its first luxury smartwatch is made together with Intel and Google. The reason behind this choice is obvious, Apple is in a luxury class of its own, so why shouldn't they pick Google for help? Well, apparently because they don't have a smartwatch of their own.

That's funny because the Android OS is basically in 90% of existing smartwatches and even though they don't have a specific Google smartwatch, neither will TAG Heuer be a dedicated Google smartwatch. The Carrera Wearable 01 will rather be out there with the other less-blue-blooded smartwatches from Sony, Timex and Garmin that also use Android OS, so whatever.

Expensive half-everything

Anyhow, for unknown reasons, and mostly to cater to snobs who don't lower themselves to common plastic LCD thingies and would rather buy a $1,800 (‎€1607) chromey version of those plastic, LCD thingies, TAG Heuer decided to raise its prince from the previous $1,400 (‎€1250) to $1,800 (‎€1607) and made sure the world knows it will launch the watch on November 9 they will house the launch event at the LVMH building in New York. So classy!

The funny part is that they think $1,800 is just a fair price for a luxury watch since it is just a couple of bucks more expensive than the ultra-snobbish Apple Watch Hermés Collection that costs $1,500 (‎€1339). It's ridiculous when luxury brands end up thinking that they'll get better publicity when bragging about who sells the most expensive glossy, glam thing on the market. And if they do, by any chance, it's not entirely their fault.