What happens when Silicon Valley meets Watch Valley? Check out what the CEO of TAG Heuer has to say in this exclusive Europa Star interview.

The best, of the best, of the best.

That’s what Jean-Claude Biver told Europa Star when asked about his brand’s partnership with Android and Intel. His new smartwatch project could only succeed by bringing the best of three different worlds: watchmaking, micro-processing, and operating systems.

The CEO also spoke about Swiss watchmaking tradition. The “Swiss Made” brand continues to be carried by traditional, mechanical giants according to Biver. Think Rolex, Omega, Patek Philippe Longines, and of course TAG Heuer.

When it comes to his own brand, the CEO takes pride in being a leader in “accessible luxury”, meaning having the largest market share in the CHF 1,000 to 3,000 segment. And the new Connected smartwatch slots into that price segment quite nicely (no surprises there).

But coming in at a price of CHF 1,500, the brand’s first smartwatch isn’t exactly cheap and super accessible. And that’s not the only stumbling block to true accessibility. It only comes in a men’s version, although plans are afoot for a smaller, unisex version to be released sometime soon.

So for now at least, if a lady want’s a TAG Heuer Connected and doesn’t have CHF 1,500 lying around “she has to steal the watch off her [male] friend,” joked the charismatic Biver.