TAG Heuer Connected Production Ends as Luxury Brand Closes Smartwatch Chapter

After a decade of experimentation, the Swiss watchmaker appears ready to step away from connected timepieces.

TAG Heuer Connected production has reportedly come to a halt, bringing a quiet end to the luxury brand’s ten-year smartwatch effort. According to a report from French publication La Lettre, manufacturing stopped during the summer of 2026. Remaining inventory is expected to be sold gradually through the end of 2027, and no successor model is currently planned.

Neither TAG Heuer nor its parent company LVMH has publicly confirmed the news. The Connected Calibre E5, the latest model released in October 2025, was still listed in some catalogs when the story first appeared. That watch marked a notable shift, moving away from Google’s Wear OS to an in-house operating system developed by a team of 60 engineers in Paris. It also earned Apple’s Made for iPhone certification, reflecting the brand’s claim that most of its users pair their watches with iPhones.

The Connected line began in 2015 through a partnership with Intel and Google. Over the years, the project is estimated to have cost more than 150 million euros, with some reports placing the total closer to 250 million Swiss francs. Despite the investment and several design updates, the smartwatch category never became a core part of TAG Heuer’s identity.

For current owners, the biggest open question remains software support and long-term service. The company has not yet said how long updates or repairs will continue once stock runs out.

As covered by CIO Bulletin, the reported decision signals a possible return to the brand’s traditional focus on mechanical watches. While the move is not yet official, the direction appears clear: after a decade of trying to blend Swiss watchmaking with digital technology, TAG Heuer Connected is quietly winding down.

News Source: https://www.notebookcheck.net