Swiss luxury watchmaker TAG Heuer has reportedly stopped producing its Connected smartwatch range, marking a potential end to its decade-long effort to combine traditional luxury watchmaking with wearable technology.
According to French publication La Lettre, the company halted production during the summer of 2026 and plans to sell its remaining inventory through the end of 2027. The report has also been cited by technology publications, although neither TAG Heuer nor its parent company, LVMH, has officially confirmed the decision.
The development comes less than a year after TAG Heuer introduced its proprietary operating system and launched the Connected Calibre E5, a smartwatch designed to improve compatibility with Apple’s iPhone ecosystem.
If the reported withdrawal is confirmed, the Calibre E5 could become the final generation in the Connected smartwatch lineup.
Why is TAG Heuer reportedly leaving the smartwatch market?
TAG Heuer’s reported decision marks a change in strategy for a brand that entered the smartwatch market in 2015. Its Connected watches combined luxury materials and familiar watch designs with digital features such as fitness tracking, notifications and customisable displays.
However, smartwatches operate in a fast-moving technology market where hardware becomes outdated quickly and software support requires continuing investment. That presents a challenge for traditional watchmakers whose business models are built around products designed to last for years.
La Lettre’s report suggests that the Connected project has become a financial burden for LVMH. It also raises questions about the handling of unsold inventory and the financial implications of ending production.
The precise financial calculations behind the reported decision have not been publicly confirmed by TAG Heuer or LVMH.
TAG Heuer OS arrived just months before the reported exit
In October 2025, TAG Heuer took a significant step away from Google’s wearable software ecosystem by introducing TAG Heuer OS, its own operating system based on Android.
The move was intended to give the company greater control over the user experience and improve compatibility with iPhones. TAG Heuer had indicated that approximately 70% of Connected smartwatch users paired their watches with Apple devices.
The strategy was reflected in the Connected Calibre E5, launched in the same month. The model received Apple’s Made for iPhone certification and offered fitness tracking, activity monitoring, customisable watch faces and smartphone connectivity.
The watch was available in 40mm and 45mm sizes, with different materials and finishes aimed at luxury buyers.
The move away from Wear OS appeared to be an effort to strengthen the product line rather than abandon it. However, the reported decision to stop production suggests that the new software strategy may not have been enough to secure the range’s long-term future.
What happens to existing TAG Heuer smartwatch owners?
One of the biggest unresolved questions concerns software updates and after-sales support for existing customers.
The report from La Lettre does not specify how long TAG Heuer will continue providing software updates, security fixes or technical support for current Connected watches.
This uncertainty matters because smartwatches depend on software and smartphone compatibility to retain much of their functionality. Even when the hardware remains physically usable, outdated software can gradually limit features and connectivity.
Customers who already own a Connected Calibre E5 or an earlier generation should not assume that support will end immediately. Equally, the reported production halt does not guarantee that software updates will continue indefinitely.
TAG Heuer has not publicly announced a revised support timeline for existing owners in connection with the reported withdrawal.
Connected Calibre E5 could be the final smartwatch
The Connected Calibre E5 remains listed on TAG Heuer’s official website, although availability may vary by market and model. Its advertised starting price was approximately $1,750 in the United States.
The model represents the brand’s latest attempt to combine premium watch design with digital functionality. It features a proprietary interface, smartphone connectivity and health and fitness monitoring tools.
Despite the reported end of production, the continued presence of the E5 on the company’s website does not necessarily contradict the reports. Manufacturers can continue selling existing inventory after production stops.
TAG Heuer has not announced a successor or confirmed plans for another generation of Connected watches. Until the company issues a statement, it remains unclear whether the brand intends to discontinue the category permanently or reconsider its approach at a later date.
TAG Heuer entered the smartwatch market in 2015
TAG Heuer introduced its first Connected smartwatch in 2015, during the early expansion of the modern smartwatch industry.
The original model drew inspiration from the company’s Carrera Calibre 01 design and used Google’s Android Wear operating system, which was later renamed Wear OS. It launched at approximately $1,500, positioning it above many mainstream smartwatches.
The strategy aimed to appeal to consumers who wanted the convenience of digital features without giving up the appearance and prestige associated with a luxury watch brand.
Over the following years, TAG Heuer released multiple Connected generations, adding updated processors, improved displays, health-tracking capabilities and different case materials.
The company’s reported retreat would illustrate the difficulty of maintaining a premium position in a category where technology cycles move considerably faster than those of traditional mechanical watches.
What the reported exit means for luxury smartwatches
If TAG Heuer confirms the withdrawal, the decision would highlight the commercial and technical challenges luxury watchmakers face when competing in the smartwatch market.
Traditional watches can retain their appeal through craftsmanship, design and long-term durability. Smartwatches must also keep pace with evolving software, smartphone platforms, health features and customer expectations.
TAG Heuer’s experience shows that strong branding and premium materials do not automatically guarantee a sustainable position in connected devices.
For existing customers, the immediate priorities are understanding the future of software support, repair services and replacement options. For the wider watch industry, the reported decision raises a broader question about whether luxury brands can sustain expensive digital product lines alongside their traditional collections.
TAG Heuer’s exit remains reported rather than officially confirmed. The Connected Calibre E5 is still listed by the company, but no successor has been announced, and the long-term support arrangements for current owners remain unclear.