First we heard about TAG Heuer in November 2015 when it entered the smartwatch market with the launch of first Connected watch. Watches were featured with a Carrera-inspired design that was developed with Intel and operated on Google’s Android Wear. Price started at $1,500.
By the way, later Android Wear was rebranded as “Wear OS by Google” to cover a broader, phone-agnostic audience.
After several generations, TAG Heuer’s Connected watches refused of Google’s software. In 2021 Connected Calibre E4 was the only model designed for a Wear OS 3 upgrade while earlier models had hardware limitations for this.
In 2025 the fifth generation of Connected Calibre E5 was introduced by TAG Heuer. New watches available in both 45mm and a new 40mm size and powered by Qualcomm’s Snapdragon Wear 5100+. Now running the proprietary TAG Heuer OS instead of Wear OS.
As TAG Heuer mentioned, this transition aims to improve cross-platform compatibility. The watch emphasizes core functions such as calls, notifications, wellness, sports, and some golf features, but rather than supporting a comprehensive third-party app ecosystem.
E5 platform also supports brand collaborations, such as a New Balance edition with preloaded training plans. IT was announced that sleep tracking and wellness metrics will be introduced as a software update in 2026.
In U.S. TAG Heuer has changed its strategy from integrating Google software a controlled, iPhone-compatible ecosystem under its own brand. As a result pricing starting at approximately $1,600.