A $1 400 price tag for a luxury watch is nothing new nowadays, but what makes this watch so interesting, is that it will be the first smartwatch from Swiss luxury watchmaker Tag Heuer. Following their joint partnership with Google and Intel announcement at Baselworld 2015, Tag Heuer has slated their first-ever smartwatch debut for November this year, and slapped the aforementioned $1 400 price tag on it.

Although images, or a name for that matter, have not surfaced for the Tag Heuer smartwatch, the Swiss manufacturer says it will be a direct rival for the Apple Watch (with the gold-plated version going for $10 000), according to recent reports by Bloomberg. Other details include an estimated 40 hour battery life, placing on par with a number of Android Wear offerings.

The Tag Heuer smartwatch, apart from being the first wearable from a luxury Swiss watchmaker, will also represent a new segment for the market. With the majority of smartwatches designed to appeal to a younger customer set, the Tag Heuer smartwatch should prove enticing for slightly older customers.