Bold move alert: TAG Heuer is stepping away from Google’s Wear OS after years of partnership to deliver a luxury smartwatch experience that works much better with the iPhone. But here’s where things get really interesting — instead of sticking with the familiar, TAG Heuer has developed its very own operating system for its latest Connected Calibre E5 model.
For nearly a decade, TAG Heuer’s Connected smartwatch series has relied on Google’s Wear OS platform. This new edition, however, marks a dramatic shift as the Swiss luxury watchmaker introduces the TAG Heuer OS, a custom-built interface designed entirely in-house. The goal? To provide a smooth, natural experience tailored for seamless navigation and, crucially, better compatibility with Apple's iOS ecosystem.
While TAG Heuer’s new OS is reportedly based on Android, its unique modifications mean the watch will integrate more harmoniously with iPhones—a notable change from the sometimes frustrating Wear OS interaction on iOS devices. iPhones have historically restricted third-party smartwatches’ functionality, limiting their ability to show notifications when the phone screen is off or to make Bluetooth voice calls — an experience many users have found underwhelming. Could this shift signal a new era of improved cross-platform smartwatch interactions?
Adding to the intrigue, TAG Heuer has obtained Apple's prestigious "Made for iPhone" certification for the Connected Calibre E5. This certification isn’t just a marketing label; it guarantees a more reliable connection and stable notifications, something that third-party smartwatches have struggled to ensure until now. It raises the question: Will more luxury watchmakers follow suit and seek Apple’s stamp of approval to win over iPhone users?
On the hardware front, the Calibre E5 runs on Qualcomm’s Snapdragon Wear 5100 Plus chip. Though this chipset might seem dated, it represents a step up from the Wear 4100 used in the previous generation over three years ago. TAG Heuer maintains the watch’s classic design language, offering it in 40mm and 45mm cases, but behind the scenes, it promises revamped algorithms to boost efficiency and performance. Special editions, including collaborations with New Balance and golfing themes, add a unique flair for enthusiasts.
Battery life claims remain modest, with TAG Heuer suggesting the watch will last two days per charge. This estimate probably errs on the conservative side and doesn’t appear to factor in power-hungry features like the always-on display.
Pricing reflects TAG Heuer’s luxury status: the smaller 40mm model starts at $1,600, while the larger 45mm costs $1,700. Choosing premium materials or special editions can push the price up to around $2,400, solidifying its position as a high-end smartwatch option.
But here’s the part most people miss: Is TAG Heuer’s departure from Wear OS a sign of Wear OS losing relevance among premium smartwatch makers, or is it simply an effort to fix long-standing iPhone interoperability issues? And with Google seemingly neglecting updates for Wear OS on iOS, could this pave the way for an emerging divide in the smartwatch market?
What do you think? Is a proprietary OS the future for luxury smartwatches trying to impress iPhone users, or is this a risky gamble that could backfire? Share your thoughts and join the debate below!
