Tag Heuer changes tune, now looking at smartwatches

ABOUT (WATCH) FACE: The Tag Heuer watch brand, owned by the French luxury group LVMH, wants to resolutely take the turn of the connected watch, believing that this technology should find its place in the luxury industry, said Jean-Claude Biver.

LA CHAUX-DE-FONDS, Switzerland: Barely a few months after dismissing Apple’s smartwatch, the new chief executive of luxury Swiss watchmaker Tag Heuer conceded that such a high-tech gadget might after all have a place in his firm’s line-up. 

“Initially, we were all a bit reticent,” Jean-Claude Biver told reporters in La Chaux-de-Fonds, the Swiss city at the centre of the watchmaking industry.