TAG Heuer Unexpectedly Halt Connected Smartwatch Production: Heading Back to Core Mechanical and Quartz Timepieces?

Renowned Swiss luxury watchmaker TAG Heuer, a subsidiary of LVMH, might have ceased the production of its illustrious line of Connected smartwatches. While neither TAG Heuer nor LVMH has officially confirmed the reports, media speculation alludes to a possible discontinuation of this decade-old venture. Reports from La Lettre, CioBulletin, Android Authority, and Notebookcheck suggest that the manufacture might have been officially halted over the summer of 2026.

From the outset, this extraordinary range was launched amidst great fanfare in midtown Manhattan in 2015. The product was never short on quality and is often considered as one of the finer specimens in the smartwatch market. However, enticing consumers away from established brands like Apple and getting them to adopt TAG Heuer’s timepieces, which unlike the timeless mechanical watches, had a shorter product lifecycle, proved challenging.

Reports hint that this slow growth and the potentially significant financial loss led TAG Heuer to reconsider its business strategy. It appears the brand plans to navigate back to its roots, refocusing on its core Swiss mechanical and quartz timepieces. Whether this shift might be the catalyst for a new era or merely a strategic retreat, only time will tell.