Google, Intel and Tag Heuer to take on Apple Watch

Google and Intel are teaming up with Tag Heuer to launch a new luxury Android smartwatch, to take on the hotly anticipated Apple Watch.

The first luxury Android smartwatch, using the Android Wear platform and powered by Intel, it is expected to launch by the end of this year.

The trio officially announced their collaboration at Baselworld, a world watch and jewellery show.

They claim the product will be 'both luxurious and seamlessly connected to its wearer's daily life – a combination of innovation, creativity and design from Silicon Valley in California and the Watch Valley in La Chaux-de-Fonds, Switzerland'.

"By fusing beauty with technology, the Swiss watch has inspired generations of artists and engineers alike, including us at Google," says David Singleton, Android Wear director of engineering. "So we're thrilled to be working with Tag Heuer and Intel to bring a unique blend of emotion and innovation to the luxury market.

"Together, and using the Android Wear platform, we can imagine a better, beautiful, smarter watch.

Michael Bell, corporate vice president and general manager of Intel's New Devices Group, says a 'collective' approach will bring new innovation. "As we work to enable technology experiences that provide greater utility and value to people, Intel is confident that a collective approach will inspire new innovation in wearable technology," Bell says.

"The collaboration with Tag Heuer and Google brings us closer to realising the vision of wearable technology with a distinctive smartwatch that elevates the category.

International reports have suggested the Tag Heuer Android smartwatch will be based on Tag Heuer's original black Carrera model – the most iconic offering from the Swiss company.

The Apple Watch launches April 24 in selected market. While New Zealand isn't on the initial launch list, die-hard Apple fans can hop across the Tasman to pick one up, with Australia among the first countries to receive the smartwatch.