TAG Heuer reportedly ends Connected smartwatch production, leaving the Calibre E5 as the final model
TAG Heuer has reportedly stopped producing its Connected smartwatch line, potentially ending one of the luxury watch industry’s most ambitious experiments in wearable technology. According to a recent report from French publication La Lettre, production of TAG Heuer Connected smartwatches came to a halt during the summer of 2026, with no next-generation model currently planned.
The company has not publicly confirmed the decision, and parent company LVMH has also remained silent. At the time the report surfaced, the TAG Heuer Connected Calibre E5 was still listed in the brand’s French catalog, which means the situation remains unofficial until the company issues a statement.
If accurate, the move would mark the end of a 10-year journey for TAG Heuer in the premium smartwatch market.
Remaining stock could stay on sale until 2027
The report claims that TAG Heuer will continue selling remaining Connected smartwatch inventory through the end of 2027. However, once that stock is gone, there may be no direct replacement.
That raises a major question for existing owners: how long will TAG Heuer continue to provide software updates, app support, repairs, and after-sales service?
For now, there is no clear answer. The company has not shared details about long-term support for current Connected models, including the latest Calibre E5. This uncertainty may be especially important for buyers considering a luxury smartwatch, since software longevity is a major part of the ownership experience.
A luxury smartwatch experiment that began in 2015
TAG Heuer entered the smartwatch market in 2015 through a high-profile partnership with Intel and Google. The first TAG Heuer Connected was announced at Baselworld in March of that year and officially launched on November 9, 2015.
Priced at $1,500, the original model ran Android Wear and was positioned as a premium alternative to mainstream smartwatches. Under then-CEO Jean-Claude Biver, TAG Heuer attempted to blend traditional Swiss watchmaking prestige with modern wearable technology.
The idea was bold: create a smartwatch that felt like a luxury timepiece rather than a disposable gadget.
Over the years, the Connected line evolved with new materials, updated designs, sports-focused features, and improved software. It attracted customers who wanted fitness tracking, notifications, golf tools, and digital watch faces without giving up the TAG Heuer name.
The Calibre E5 may be the last major TAG Heuer smartwatch
The reported production halt comes less than a year after TAG Heuer introduced the Connected Calibre E5 in October 2025. That model represented one of the biggest changes in the history of the lineup.
Instead of using Google’s Wear OS, TAG Heuer switched to its own in-house platform called TAG Heuer OS. The software was developed by a Paris-based team of around 60 engineers, giving the company more control over the user experience.
The Calibre E5 launched in 40 mm and 45 mm case sizes and received Apple’s Made for iPhone certification. That was a significant move, as TAG Heuer said roughly 70 percent of its Connected smartwatch users paired their devices with an iPhone.
In March 2026, TAG Heuer expanded the lineup with a 45 mm titanium Formula 1 edition. That model included 24 race track-inspired watch faces and a dedicated Formula 1 app, reinforcing the brand’s close ties to motorsport.
Why TAG Heuer may be stepping back from smartwatches
While TAG Heuer has not explained the reported decision, the luxury smartwatch market is difficult to navigate.
Traditional mechanical watches can remain desirable for decades, often becoming collectibles. Smartwatches, by contrast, depend on batteries, processors, operating systems, app compatibility, and software updates. That creates a shorter product life cycle, which can clash with the long-term value customers expect from a luxury watch brand.
There is also intense competition from technology companies that dominate the smartwatch space with deeper software ecosystems, larger app platforms, and faster update cycles.
For a Swiss luxury watchmaker, maintaining a smartwatch line requires continuous investment not only in design and materials, but also in software development, cybersecurity, mobile compatibility, sensors, and cloud-based services. Reports suggest TAG Heuer invested heavily in the Connected project over the past decade, with estimates ranging from more than €150 million to as much as 250 million Swiss francs.
What this means for TAG Heuer Connected owners
For current owners, nothing changes immediately. Existing watches should continue to function as before, and remaining inventory may still be available for some time.
The bigger concern is the future. Without a new generation in development, buyers and owners will want to know how long TAG Heuer plans to support the Connected Calibre E5 and earlier models. Software updates, iPhone and Android compatibility, battery replacement options, and repair services will be key factors in determining how well these watches age.
Until TAG Heuer makes an official announcement, the future of the Connected platform remains uncertain.
A return to traditional watchmaking?
The report does not confirm whether TAG Heuer plans to fully refocus on mechanical watches, but the possible end of the Connected line would fit a broader reality in the luxury watch world. Mechanical chronographs, dive watches, and motorsport-inspired models remain the heart of TAG Heuer’s identity.
If the Connected smartwatch line is truly ending, it would close a fascinating chapter for the brand. TAG Heuer was one of the first major Swiss watchmakers to take smartwatches seriously, and for a decade it tried to prove that luxury and digital technology could coexist on the wrist.
Whether the experiment succeeded depends on how you define success. It may not have replaced mechanical watchmaking, but it did show that a heritage brand could compete in a modern wearable category without abandoning its design language.
For now, the TAG Heuer Connected Calibre E5 may stand as the final expression of that vision.
