Mark Hibben on Tag Heuer’s version of the so-called ‘smartwatch’ category, now dominated by Apple Watch:
Tag Heuer’s just released Carrera Connected is not so much a smart watch as it is the Swiss watch industry’s caricature of a smart watch. The Connected is too bulky, too limited and way too expensive compared to Apple Watch. But it has the Tag Heuer brand slathered all over it. If imitation is the sincerest form of flattery, this is flattery of an entirely different and insincere form…
The result is an undistinguished commodity Android Wear watch with just the thinnest sheen of Tag Heuer luxury floating on the surface. The Connected is 12.8 mm thick and lacks the heart rate sensor common in smart watches, a $1,500 commodity Android device masquerading as a luxury mechanical watch.
Therein lies Android’s massive problem; the race to the bottom. If functionality of a $200 watch is the same as a $1,500 watch, both running Android, why bother?
The trade-in idea is interesting. Bring a Tag Heuer Connected Watch into a retailer and trade it in for a traditional Tag Heuer watch.