TAG Heuer reportedly kills smartwatch production

TAG Heuer has reportedly stopped producing its Connected smartwatches, bringing a decade-long experiment to a close. French outlet La Lettre reported the news on August 25, 2026, saying production halted this summer. As of writing, neither TAG Heuer nor LVMH has publicly confirmed the move, and the Connected Calibre E5 was still listed in the brand’s French catalog when the story broke.

What the report says

According to La Lettre, as relayed by We Love Watches and Luxus Plus, remaining stock will be sold off gradually through the end of 2027, and no new generation will follow. It is unclear how long software updates and after-sales service will continue beyond that. The reports also do not say whether TAG Heuer is refocusing entirely on mechanical watches, so that part remains unconfirmed.

A ten-year run

The line began as a partnership with Intel and Google, announced at Baselworld in March 2015. The first TAG Heuer Connected launched on November 9, 2015, running Android Wear at $1,500 under then-CEO Jean-Claude Biver. La Lettre says Frédéric Arnault, son of LVMH chief Bernard Arnault, has carried the project since 2017. Cost estimates vary: Luxus Plus cites more than €150 million, while Business of Fashion has reportedly put the figure at up to 250 million Swiss francs over a decade.

The E5 was the last big overhaul

The reported halt comes less than a year after the Connected Calibre E5 arrived in October 2025. The watch dropped Google’s Wear OS for TAG Heuer OS, software built in-house by a team of 60 engineers in Paris. It came in 40 mm and 45 mm sizes and earned Apple’s Made for iPhone certification, a nod to TAG Heuer’s claim that around 70 percent of its users pair their watches with an iPhone. In March 2026, the brand added a 45 mm titanium Formula 1 edition with 24 race track watch faces and a dedicated F1 app.

What it means for Connected owners

With no successor reportedly planned, the main open question is how long TAG Heuer will keep supporting current owners. The company has not said.