TAG Heuer reportedly exiting smartwatch market

Reports indicate that Swiss luxury watchmaker TAG Heuer is exiting the smartwatch market. According to industry reports, production of its Connected series has ceased as of summer 2026, with remaining inventory expected to be sold through the end of 2027.

The current product line includes the Connected Calibre E5, which features a Snapdragon Wear 5100+ processor and an OLED display. Unlike previous generations that utilized Wear OS, the E5 series utilizes a TAG Heuer OS based on the Android Open Source Project.

While the reports suggest a strategic withdrawal, neither TAG Heuer nor its parent company, LVMH, has officially confirmed the decision. It remains unclear how long software updates and technical support will be provided for existing devices once current stocks are depleted.