The LVMH-owned Swiss watchmaker has apparently stopped producing its Connected range, according to a French report, though neither the brand nor its parent has confirmed the move or clarified what it means for owners.
Swiss luxury watchmaker TAG Heuer has reportedly quietly withdrawn from the smartwatch market. French publication La Lettre says production of the Connected range ended over the summer, a claim later picked up by Notebookcheck. Existing stock is expected to stay on sale until 2027, the report adds. Neither TAG Heuer nor LVMH has publicly confirmed the development.
The report does not say how long existing Connected watches will keep receiving software updates or after-sales service. That leaves people who have already paid premium prices for the devices without a clear picture of how long they will be supported.
A shift in strategy months earlier
The reported exit follows a significant change of direction. In October 2025, the brand moved away from Google’s Wear OS and adopted TAG Heuer OS, an Android-based platform designed to work more smoothly with iPhones. The company had said that roughly 70 per cent of Connected owners pair their watches with Apple devices, which helped explain the pivot.
The Connected Calibre E5, introduced the same month, carries Apple’s Made for iPhone certification. It is still listed on TAG Heuer’s website with a starting price of $1,750 and may turn out to be the last model in the series.
TAG Heuer entered the category in 2015 with the first Connected watch, which drew on the design of its Carrera Calibre 01 and ran Android Wear. It was priced at $1,500. That launch arrived early in the smartwatch era, not long after the LG G Watch debuted in 2014 and around the time Apple unveiled its first Apple Watch.
A changing wearables market
The timing coincides with a broader shift in wearable technology. Screenless fitness bands such as Whoop and the Fitbit Air have gained popularity, while smart rings and smart glasses are absorbing some tasks once handled by smartwatches. Apple is also rumoured to be developing a screenless fitness tracker of its own.
For TAG Heuer, stepping back may also fit its heritage. The brand’s identity has long rested on traditional watchmaking, and a retreat from smartwatches would return its focus to mechanical and conventional timepieces. Until the company or LVMH speaks publicly, however, the report remains unconfirmed, and owners and prospective buyers will have to wait for clarity on the future of the Connected line.
