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New York - Swiss company Tag Heuer is developing its own smart watch with Apple tech rivals Google and Intel.
The announcement on Thursday comes a month before Apple starts selling its smart watch.
Tag Heuer's version is expected to be ready at the end of the year. The companies did not say what it will look like or how much it will cost, but watches from the luxury timepiece maker typically cost $1 000 and up.
The Apple Watch will start at $350 when it goes on sale April 24, but ones made with 18-karat gold begin at $10 000.
The Tag Heuer watch won't be the only fashionable smart watch competing with Apple. Clothing maker Guess worked with a start-up, Martian Watches, to create a line of fashionable smart watches modelled on Rigor, a traditional watch line from Guess. Another small company, Burg, has a model with Swarovski crystals.
The Tag Heuer smart watch will use technology from Intel, whose Basis subsidiary already makes a fitness tracker called Peak. It will run Google's Android Wear system, which is already used in smart watches by Motorola, Sony, LG and others. Android Wear emphasises voice controls, although some selections can be made through buttons and touch screens.
Tag Heuer, Google and Intel made the announcement at Baselworld, a watch and jewellery trade show in Switzerland.
