If you're looking forward to picking up the first smartwatch from a major Swiss watchmaker, it's going to cost you. Tag Heuer will start selling its upcoming smartwatch for $1,400, as first reported by Bloomberg. The price isn't that outlandish in context — the smartwatch is reportedly based on the Tag Heuer Carrera, which starts around $1,500. While details are still scarce on Tag Heuer's smartwatch, we do know Intel will provide the chipsets and sensors, it will run Android Wear, and will be available in October or November.
According to Tag Heuer CEO Jean-Claude Biver, the upcoming smartwatch will last 40 hours, which surpasses the Apple Watch and every Android Wear smartwatch on the market. Speaking to Bloomberg, Biver said he's rooting for Apple to sell a ton of Apple Watches, which he believes will get people interested in Tag Heuer. "The more they sell, the more a few people will want something different and come to Tag Heuer."