TAG Heuer has reportedly ceased production on it’s Connected smartwatch line.

Neither TAG Heuer, nor its owner, LVMH, have officially confirmed that the Connected smartwatch collection is being permanently discontinued, however, based on reports from La Lettre, CioBulletin, Android Authority, and Notebookcheck, we believe this is the case.

According to French investigative publication La Lettre, manufacturing was officially stopped over the summer of 2026.

Professional Watches was at the original launch, which took place amongst a large group of media, in the penthouse at LVMH Tower in midtown Manhattan in 2015, and attended multiple subsequent launch update events.

From the start, the feasibility of TAG Heuer’s Connected smartwatch line was never a question of quality, and the Connected smartwatch is arguably one of the better looking smartwatches on the market. However, getting consumers to adopt to using smartwatches (particularly those that are not Apple watches), and that unlike mechanical timepieces, become obsolete rather quickly, especially considering relatively high price points, from a company that was not running it’s own OS, was always the real issue.

Even when TAG Heuer moved away from Google Wear OS to an in-house operating system developed by a team of 60 engineers, it appears that was still not enough to move the needle. And even with its massive Formula 1 partnership, sales have presumably been too low to justify ongoing costs. Reports suggest TAG Heuer has invested $150 to over $250 million in the Connected smartwatch business, and it appears the company has finally decided it’s time to stop wasting its limited capital, and refocus on its core Swiss mechanical and quartz timepieces.