Connected is £110 million sales smash hit for TAG Heuer


TAG Heuer is understood to be ramping up production of its Connected smart watch after initial runs quickly sold-out at launch.

Jean-Claude Biver, TAG Heuer’s chief executive officer and president of LVMH’s watch division, confirmed to Bloomberg that the Swiss watch brand would be stepping up production of its £1,100 titanium-cased Connected from 1,200 pieces a week to 2,000.

UK representatives of the brand confirmed to WatchPro last week that the initial run of the smart watch, which has been developed in partnership with Google and Intel, had sold out among the 15 UK retailers it is working with from launch. The Connected went on sale in the UK yesterday.

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TAG Heuer has orders for 100,000 of the watches, which already makes it a £110million smash hit for the brand based on UK pricing. Biver, pictured right with LVMH boss Bernard Arnault at the New York launch of Connected last month, confirmed that online sales of the smart watch would be suspended until May or June in order to give priority to physical retailers.

Biver also announced that TAG Heuer would capitalise on the rapturous reception of the Connected with new, and potentially precious metal and diamond, smart watches within 12 months.

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Tags : bernard arnaultconnectedjean claude biverlvmhretailerssold outTag Heuer
James Buttery

The author James Buttery

Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.