Rumors say Intel could be the one to make TAG Heuer’s first smartwatch really smart

TAG Heuer Formula 1

Smartwatches are starting to look a lot more attractive and even traditional watchmakers are getting into the wearable tech space. Back in September, TAG Heuer CEO Jean-Claude Biver boasted the iconic Swiss company will release its own smartwatches in 2015 at the Baselworld international watch show. Now, a new report says an Intel-based TAG Heuer smartwatch will arrive at CES this January.

It’s unclear if TAG Heuer will release one tech-focused smartwatch at CES and then reveal a second one at the Baselworld show, or if the watchmaker has simply moved the launch date for its first smartwatch forward to compete with other wearables at CES. Regardless, an unnamed source told Business Insider that the first TAG Heuer smartwatch will be shown off at the huge Las Vegas tech show.

TAG Heuer’s smartwatch may get its brains from Intel and is expected to look sleek, professional, and watch-like; instead of square, chunky, and techy, like Samsung’s Gear lineup and LG’s first G Watch. So far, none of the specifications or capabilities of the TAG Heuer smartwatch are known. TAG Heuer may focus on design and limit high-tech functions to step counts, calories, and perhaps a notification or two. The end result could be a cross between the Withings Activite and the Martian Notifier watch, but with the smart looks of a traditional TAG Heuer watch.

Intel’s involvement is hardly a surprise. The chip manufacturer is heavily invested in wearable tech, and recently gained plenty of attention when it launched the MICA smart bracelet, a wearable aimed at women, made with high-end materials, and designed in conjunction with fashion house Opening Ceremony. It continues to make high-profile partnerships with fashion and luxury brands – such as eyewear mega-corp Luxxotica – that are eager to capitalize on the growing trend.