In November 2015, Swiss luxury watch maker Tag Heuer introduced its first smartwatch, the Tag Heuer Connected. It had Tag Heuer’s signature look and a titanium case, but was otherwise pretty similar to other Android Wear devices, with one difference: It cost $1,500, several times more than most competitors.
Now, Hodinkee reports that Tag Heuer has launched a rose gold version of the watch which takes the price to a whole new level: $9,900.
Tag Heuer’s gold smartwatch comes shortly after Apple dropped its $10,000+ gold Apple Watch Edition, replacing it with a ceramic (and, at $1,249, nearly ten times cheaper) variant.
On one hand, this is good for Tag Heuer, as the competition at that price point is nearly non-existent now. On the other, the market for an extremely expensive Android Wear smartwatch with one-year-old guts is likely very small.