Just days after releasing a strange low-tech ad welcoming basketball star Jeremy Lin to the Tag Heuer family, the venerable Swiss watchmaker announced it has teamed with Google to make the first luxury Android watch. Jean-Claude Biver, who runs the Tag brand for parent LVMH, told a gathering that the new Android Tag Heuer would be true to the elegant Swiss brand’s classic style.
The new Tag Heuer Android will be available by the end of 2015, possibly as early as October. Besides the craftsmanship, style and branding Tag Heuer brings, it also brings its sponsorship “family”– a decidedly international group of superstars that includes Maria Sharapova, soccer phenomenon Cristiano Ronaldo and, more recently, Jeremy Lin. The Tag Heuer-Google deal was complete before the Lin signing–expect the Swiss brand to leverage its “family” of stars to push the partnership.