TAG Heuer, a subsidiary of LVMH, has ceased production of its Connected smartwatch line after a decade of development. According to reports from La Lettre, manufacturing stopped in the summer of 2026, and the company has no plans for future generations of the device.
Remaining inventory of Connected watches will be sold off until the end of 2027. It remains unclear whether TAG Heuer will provide software updates or maintenance for existing users beyond that date. The project, which launched in 2015 in partnership with Intel and Google, was led by Frédéric Arnault starting in 2017.
Estimates regarding the total investment in the project vary significantly. Luxus Plus reports costs exceeding €150 million, while Business of Fashion estimates total spending over the decade reached up to CHF 250 million. The final major update, the Connected Calibre E5, was released in October 2025.
The Calibre E5 model marked a shift from Google Wear OS to the proprietary TAG Heuer OS, developed by a team of 60 engineers in Paris. The watch was available in 40 mm and 45 mm sizes and featured Made for iPhone certification. In March 2026, the company released a 45 mm titanium Formula 1 Edition.
