Yes, no doubt about that. It's all about trying to get people to "wait".

 

Or maybe that person just likes the new logo a bit narrower, to be more aesthetically pleasing.

 

The Tech forums are in complete disarray over this. Most of those people don't understand that this will not be a "traditional" Android-ware watch. They also don't seem to have any real comprehension as to why this will command a higher price-point above current smart watch offerings.

From now, till-the-end of the year when the announcement is made, TH and their two partners will need to come up with a cohesive story that educates consumers about the features, materials, branding, differentiation, etc.. that justifies this as a "luxury" item, without risking credibility. They have their work cut out for them.

 

Interesting article about the possibilities of Android Ware in iOS.
http://www.theverge.com/2015/3/19/8256937/android-wear-luxury-needs-iphone

 

While I love mechanical watches, I'm 100% onboard with the idea that the Swiss have to be in the Smartwatch market, even if only to understand why they shouldn't be there longterm. The threat of people using connected devices to replace the traditional watch is too high- no, not for the 0.5% of the population who read watch websites, but for the mass market.

What will be fascinating is whether we will see a bespoke technical solution offered to only TAG Heuer, or whether TAG Heuer will simply licence Android software...how involved with Google and Intel be beyond providing basic components and will these be generic?

 

My impression from what we learned in the past two days, is that TAG Heuer will need to have a technical team to do some of the integration. Google and its partnerships with other vendors under the Nexus program and with Android Ware always have always relied on the 3rd parties to accomplish that. I see no difference here.

What bothers me is the inconsistency in the terminology; the new press release mentions "Smart Watch", while the live conference only referenced "Connected watch". Each connotes a whole different meaning / concept.
http://us.tagheuer.com/en/watch-new...intel-announce-swiss-smartwatch-collaboration

 

This even hit Slashdot: http://tech.slashdot.org/story/15/0...-and-intel-to-create-luxury-apple-watch-rival

and Macrumours: http://www.macrumors.com/2015/03/19/tag-heuer-google-intel-smartwatch/

 

I think part of TAG's interest and involvement is in creating this stepping stone to reach non-watch wearers that smartwatches could access. In the same sense that the original F1 of the 80s was a stepping stone watch to bigger and better models this could be the millennial generation's first "good watch" and lead on to their future watch purchases from TH. That does genuinely work by the way, my TAG Heuer F1 chronograph from '91 or so was the piece that convinced me I needed to always have a good (and successively better) watch.

 

Must see presentation from TH's former head, now at BVLGARI:

 

Yes; and I'm sure his comments didn't sit well with the board, since both companies are owned by LVMH.

 

Here's an article from The NY Times:
http://nyti.ms/1HaPw4G

 

I think structurally Bulgari doesn't sit within LVMH Watch & Jewellery (TAG Heuer, Zenith and Hublot). Another interesting take on the "connected watch" idea, but have to say that I use the "1Password" App on iOS which I activate via fingerprint that I think will already do most of this?