This watchmaker has reportedly exited the smartwatch market

Smartwatches deliver a constant stream of information to our wrists, but one thing they’re not always clued in about is their own demise. Screenless fitness trackers, smart rings, and even smart glasses are taking over facets of their job. News that TAG Heuer has quietly exited the smartwatch game is the latest sign that traditional smartwatches are becoming more scarce.

French publication La Lettre reports that TAG Heuer ceased production of its Connected smartwatches over the summer (via Notebookcheck). It said that remaining stock will be sold off through 2027, and that there is no word on how long existing smartwatches will receive software updates or service.

The news has not been publicly confirmed by TAG Heuer or its parent company LVMH, but it does follow what was a big shift in the smartwatch strategy of the luxury watchmaker.

Last October, TAG Heuer ditched WearOS for Tag Heuer OS, a custom OS based on Android but that pairs better with iPhones, which the company said are used by 70% of Connected customers. Its latest iteration of the Connected line, the Connected Calibre E5, is certified by Apple’s “Made for iPhone” program.

But now it looks like that smartwatch, which was released in October 2025, is likely TAG Heuer’s last. The Connected Calibre E5 is still on sale on TAG Heuer’s site, with a starting price of $1,750.

TAG Heuer entered the smartwatch market in 2015 with the first Connected watch. It echoed the brand’s Carrera Calibre 01 design, ran Android Wear, and sold for $1,500. At the time, smartwatches were new, with the LG G Watch introduced in 2014 and the Apple Watch in 2015. Now, smartwatches are starting to feel outdated in a world increasingly ruled by friendlier form factors.

Screenless trackers in particular are taking off, following the success of the Whoop and Fitbit Air. Apple is even rumored to be working on its own device. It makes sense for TAG Heuer to exit the market at this point, given that its entire brand is built around the beauty of a watch itself.