TAG Heuer’s smartwatch will cost over $1,500

TAG Heuer, which is part of the LVMH group, plans to launch their first smartwatch just in time for the holiday season, but it will set customers back $1,526.

CEO Jean-Claude Biver has hinted at a smartwatch a few times in the past, mostly by poking fun at the Apple Watch’s inefficient design and claiming his company could best it, Patently Apple reports.

TAG Heuer’s Android Wear smartwatch is backed by Google and Intel, and modeled on their popular Carrera model. Biver has claimed the watch’s battery will run 40 hours.

Intel has also weighed in on the release of the watch: “Together, these companies will create a product that is both luxurious and seamlessly connected to its wearer’s daily life — a culmination of innovation, creativity and design from Silicon Valley in California and the Watch Valley in La Chaux-de-Fonds, Switzerland.”

Biver also plans on “massively” expanding its TAG Heuer and Hublot brands in China.