TAG Heuer reportedly walks away from Connected watches

TAG Heuer has reportedly stopped production of its Connected smartwatches, with sales expected to end in 2027. If confirmed, it would bring a surprisingly abrupt end to a smartwatch line that only last year got its biggest overhaul in years.

This one is a bit of a surprise. TAG Heuer spent the past year making Connected look like a product it was doubling down on, not something it was preparing to shut down.

The original report actually appeared in France back in August. La Letre reported on August 25 that production of TAG Heuer Connected watches had stopped. But it is only now that the news has resurfaced more widely.

Calibre E5 was supposed to be a fresh start

The timing is what makes this particularly strange. TAG Heuer launched the Connected Calibre E5 about 12 months ago, and we wrote at the time that the company had made the unusual decision to ditch Wear OS and move to its own TAG Heuer OS.

This was not a minor update. The E5 came in 40 mm and 45 mm sizes, introduced improved battery life, added sleep tracking, HRV and SpO2 features, and moved TAG Heuer onto software developed in-house rather than relying on Google.

TAG Heuer is still selling the Calibre E5 on its website today. The UK store currently lists multiple versions from £1,350 upwards, while the wider Connected range still has its own dedicated section and product configurator. 

That makes the reported production stop look even more abrupt. TAG Heuer was still expanding the range this year, including a Formula 1 edition launched in February with dedicated F1 features, sleep tracking, sports monitoring and up to three days of battery life in low-power mode.

Sales could continue until the end of 2027

The reported shutdown does not mean Connected watches are disappearing from stores immediately. La Lettre says sales will continue until the end of next year, which suggests TAG Heuer may simply sell through remaining inventory rather than replacing the current generation.

A French follow-up from We Love Watches reported the same timeline and noted that the Calibre E5 remained in TAG Heuer’s catalogue after production had supposedly stopped. That lines up with what we can see now, with plenty of models still available directly from TAG Heuer.

What happens in the months ahead is less clear. There has been no announcement about another generation, and there is also no public commitment yet explaining how long TAG Heuer OS, health features or app support will continue once the hardware disappears from sale.

That will be important to everyone that spent upwards of $1,000 for one of these devices. A luxury mechanical watch can stay useful for decades, while a smartwatch depends on servers, apps, operating-system updates and phone compatibility.

A ten-year smartwatch experiment

TAG Heuer has been in this market for more than a decade. Its first Connected watch arrived in 2015 through a partnership with Google and Intel, and the company kept the line going through several generations while many other luxury brands either stayed away or experimented briefly.

There is one important caveat here. The company has not announced the end of Connected, and its current website gives customers no indication that the line is being wound down.

Still, if the report is correct, the Connected Calibre E5 will turn out to have been a very short-lived reset. TAG Heuer spent quite a few years trying to make the luxury smartwatch work, then finally built its own software platform, only to reportedly stop making the hardware less than a year later.