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July 23, 2015
Feature | Baselworld Recap: Examining Smartwatch Trends | TAG Heuer
TAG HEUER
A New Watch Genre is Born
Feature: Baselworld 2015 Trends
Examining Smartwatch Trends: TAG Heuer (Part 1)
Smartwatches, the unexpected stars of Baselworld 2015, a major global watch exhibition held in March, are now being examined. In this second installment, we delve into the new project announced by TAG Heuer, a watch brand that garnered the most attention as the frontrunner to rival Apple Watch.
Photographs & Text by SHIBUYA Yasuhito
Challenging Apple with the Strongest Partnership
On March 20th, the day after the Baselworld event,TAG Heuerheld a press conference that made waves across global financial newspapers like Reuters and IT news sites. This was highly unusual. However, considering the attendees, the content, and the news value, it was entirely understandable.
The globally renowned and popular watch brandTAG Heuerannounced its development of a smartwatch in collaboration with two major IT industry leaders: Google and Intel.
First, let's focus on the partnership with Google. While Google dominates the realm of internet services, it is also the undisputed No. 1 company in the world of smartphones, which serve as the 'mother ship' for smartwatches. Over 80% of smartphones sold globally are equipped with Google's OS (Operating System), Android. Furthermore, most current smartwatches utilize Android Wear, the mobile device version of Android, as their core operating system.
Just like personal computers, mobile phones are composed of hardware and software. The OS, being the software, is what determines a device's ease of use, reliability, and the appeal experienced by the user.
The press conference held by TAG Heuer at Baselworld in Switzerland signifies that this leading software company is seriously committed to developing its own OS for smartwatches.
In light of this development, software developers other than Google are likely to intensify their efforts in creating applications for Android Wear-based smartwatches.
Therefore, TAG Heuer's smartwatch is undoubtedly set to be a significant evolution from conventional Android Wear smartwatches, particularly in terms of its OS and applications.
In essence, a true rival to the Apple Watch has emerged, even from a software perspective.
However, this is not the only reason why TAG Heuer's smartwatch promises to be a groundbreaking innovation.
Revolutionary Chips for Hardware Too!?
TAG HEUER
A New Watch Genre is Born
Feature: Baselworld 2015 Trends
Examining Smartwatch Trends: TAG Heuer (Part 2)
Revolutionary Chips for Hardware Too!?
Beyond software, TAG Heuer's smartwatch has the potential to surpass the Apple Watch in hardware advancements as well.
Intel, its hardware development partner, is also a No. 1 company with overwhelming technological prowess in this field. At CES (the world's largest electronics show) held in Las Vegas in January, Intel garnered attention by unveiling Curie, a groundbreaking, button-sized hardware module (computer chip) that is the world's smallest and boasts exceptional performance.
The rival Apple Watch incorporates a self-developed heart rate sensor and a novel device called TAPTIC ENGINE, which conveys information through tactile feedback by 'lightly tapping the wrist,' offering unprecedented appeal.
It is entirely conceivable that Intel could leverage the technology behind Curie to develop a distinct new device, different from the Apple Watch.
TAG Heuer's Head of Development is Also Top-Tier
Furthermore, TAG Heuer's smartwatch project is also exceptionally well-positioned in terms of personnel.
The overall development lead is Guy Semon, who joined the company in 2004 as Vice President of Science & Engineering and General Manager.
He is the visionary behind a series of concept models that have astonished the watch industry, including the world's first belt-driven watch, the 'Monaco V4'; the 'Grand Carrera Pendulum,' featuring the world's first magnetic escapement; the ultra-high-speed chronograph TAG Heuer 'Micrographer,' capable of measuring time to 5/10000ths of a second despite being mechanical; the company's first in-house manufactured and developed tourbillon model, the 'TAG Heuer Carrera MicroTourbillonS'; and the 'TAG Heuer Carrera MicroPendulum,' which condenses all the brand's technologies into a magnetic escapement, tourbillon, and chronograph mechanism.
Semon himself holds PhDs in Physics and Engineering, has served as a university professor, and is a professional in IT and computer technology, having been involved in the development of flight simulators for the French Air Force as an entrepreneur.
His expertise is expected to be invaluable in the TAG Heuer smartwatch development project, perhaps even more so than in the development of traditional watch mechanisms.
Details of this smartwatch will not be unveiled until later, in October 2015.
However, it is certain to be the greatest rival to the Apple Watch and a model that will shape the future direction of the smartwatch market.
Even before its official announcement, TAG Heuer is poised to be the 'eye of the storm' in the smartwatch world.
Inquiries
LVMH Watch & Jewelry Japan TAG Heuer
Tel. 03-3613-3921
http://www.tagheuer.co.jp