The Swiss luxury watch manufacturer TAG Heuer has recently developed the brand new Aquaracer 72 wristwatch (pictured above); an occurrence that has been dubbed as the pioneering sports smartwatch from a premier Swiss horological brand. With a 51 mm dial boasting a high contrast LED screen, this impact resistant chronograph provides the user with a wealth of information that is specifically centred upon the behaviour of a boat and its sails. TAG Heuer, the official partner of Oracle Team U.S.A, produced this new timepiece for the Team U.S.A. sailors participating in this year’s now famous 34th America’s Cup yet, despite 72 models in production, this revolutionary venture for TAG Heuer will not be available commercially.
Recently, much has been made about the concept of smartwatches; computerised wristwatches with enhanced functionalities that extend beyond timekeeping to achieve a level of complexity on par with a personal digital assistant. The latest member to the family of TAG Heuer Aquaracer watches does not fully embrace many functions that will be a staple for true smartwatches, such as e-mail or music playback, but its creation certainly suggests that smartwatches have been far from unnoticed by Swiss luxury watchmakers.
Both Samsung and Apple have unveiled forthcoming plans for potential smartwatches, with Samsung’s Galaxy Gear wristwatch being the first example to actually reach the market. Google and Microsoft have also expressed their intentions to pursue similar intentions. However do these technological ‘gadget’ style watches actually represent a threat to the currently accepted concept of a high-end timepiece? And is it likely that manufacturers of premium quality wristwatches are going to begin to incorporate smartwatch capabilities into their latest designs? The short answer, to the disappointment of some, is probably not.
TAG Heuer may have made history by becoming the first Swiss luxury watch manufacturer to enter into the world of smartwatches, but their innovation director has confirmed the brands commitment to mechanical TAG Heuer watches. In fact a limited edition automatic model of the Aquaracer referencing the America’s cup victory has already been produced to this end. A smartwatch is a technological item and, as with all technology, this very concept means that sooner or later it will become obsolete in favour of a more advanced model. Because of this, a crossover between a high-end timepiece and the functionalities of a smartwatch could well serve to dilute the primary appeal of a luxury watch brand name, and as such the intrinsic idea behind a smartwatch is not expected to have a major impact on ‘classical’ wristwatches.
Luxury watch manufacturers such as TAG Heuer have consistently pushed the boundaries of their trade with ever more complex innovations, and the initial wave of smartwatches is set to function according to the principles of a smartphone accessory. Whilst luxury watch brand names may well decide to participate in the market for smartwatches, TAG Heuer has already expressed its enthusiasm in support of future sporting ventures that are similar to the Oracle Team U.S.A. partnership for example, the future of Swiss watch-making is extremely unlikely to depart from the mechanical wristwatches that have become synonymous with high-end brand names.
Smartwatches are an interesting development in the continuing story of the wristwatch, and here at Banks Lyon we will continue to observe their reception with great interest. However the inherent qualities of status, artistry and peerless workmanship within Swiss luxury watches are certainly not going to be displaced by these new watch developments, and at Banks Lyon we are proud to stock an extensive range of these traditional high-end watches from a comprehensive range of manufacturers. To keep up to date with all of our very latest horological news, be sure to visit our Facebook and Twitter pages, or call one of our team on 01524 38 48 58 if you have any further questions.
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