We’ve been waiting with anticipation to hear when Tag Heuer would officially reveal its first foray in to the world of smartwatches. In an interview with CNBC the company’s CEO, Jean-Claude Biver announced that the Android Wear-based digital Carrera will be unveiled on November 9 at the LVMH building in New York. The luxury wearable will cost $1,800, a price which Biver claims is no longer a concern after watching Apple Watch’s successful launch…

“We were a little bit concerned about the price, because we’re going to sell it at $1,800 … and now we are quite reassured because Apple is telling us we can sell at $1,500 or even more,” he said. “I’m very, very pleased.”

Earlier in the year, Tag Heuer stated that it was planning to release the Android Wear smartwatch at some point in the fall, with a price tag of around $1,400. Despite the price being some way off, the company will meet its release date target when the luxury connected wearable is unveiled in New York.

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It will be interesting to see how the market responds to such an expensive Android Wear device. Until now, even the most expensive Google-powered wearables cost around $500, more than $1,000 less than the target price for the Carrera smartwatch. Apart from the obviously superior build quality and desirable brand name, it’s hard to see what Tag Heuer brings to the table, especially if it just ends up being regular Android Wear OS with no added features.

If they bring a much better all-round experience, or unique technological selling points, this could be a winner. If not, it’s just an expensive device running the same software as every other Android wearable … not unlike Apple’s approach with its more expensive Apple Watches.

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