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Circuit Breaker

Tag Heuer's $9,900 smartwatch is made of solid rose gold

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Tag Heuer

Last year, Tag Heuer debuted the Connected Watch, its first Android Wear smartwatch. Now, the Swiss watchmaker is taking that old design and making it luxurious. The company’s new solid rose gold Connected Watch goes on sale this month for $9,900, as first noted by Hodinkee. Given the hefty price tag, it’ll only be available in retail stores.

The new fancy watch isn’t any different from the original Connected Watch features-wise. There’s still the same Intel chip inside, a sapphire crystal coating over its display, and a microphone for voice control. I’m not sure whether adding a rose gold to an existing smartwatch will make it a desirable product. I was hoping rose gold was over.

Apple stopped selling its 18-karat gold Apple Watch earlier this year, which started at $10,000 and could reach $17,000. Although Apple failed to win over the luxury watch market, maybe Tag can succeed with its design and branding. The Connected Watch doesn’t look as much like a computer on a wrist as it does a watch that happens to be smart. I’m trying to picture Drake with a $10,000 rose gold watch. It’s kind of working?

Correction November 1st, 10:44 AM ET: Corrected to Swiss watchmaker, not Swedish.