Tag Heuer CEO: 'We Can't Lose The Wrist'

In an interview with the BBC, TAG Heuer’s CEO Jean-Clause Biver said that the company is getting into the smartwatch game in order to appeal to a “new generation” of watch wearers. Biver also said that what TAG is doing will allow them to close to door in competitors entering the watch space, especially in their price segment.

He also dismisses the Apple Watch Edition saying that gold does not make the Watch luxurious, only more expensive.