Luxury Swiss watch brand Tag Heuer is reportedly set to announce a new smartwatch developed in partnership with Intel.
Tag Heuer will apparently show off this new smartwatch, which is seen as a response to the imminent release of the Apple Watch, at the Baselworld watch fair some time today.
According to Reuters, the new watch will be a digital revamp of one of Tag Heuer's biggest selling models, the Carrera.
"People will have the impression that they are wearing a normal watch," said Tag Heuer CEO Jean-Claude Biver.
However, underneath that traditional exterior, the new Carrera will be able to do many of the things that a normal smartwatch can do, such as tracking geolocation, distance walked and altitude.
Despite declining shares for Swiss watch makers, Biver sees the Apple Watch as a positive thing for the industry. "Apple will get young people used to wearing a watch and later maybe they will want to buy themselves a real watch," he said.
In a separate interview with Bloomberg, Biver conceded that the traditional Swiss wristwatch powerhouses were incapable of making smartwatches on their own. They need to created new partnerships instead.
"The hardware and the software will come from Silicon Valley," he said, "But the watch case, the dial, the design, the idea, the crown, that part of the watch will, of course, be Swiss."
Related: Apple Watch vs Android Wear: Smartwatch OS comparison
Besides Intel, Pocket-lint reckons that Tag Heuer will team up with Google for its new Carrera smartwatch. This would suggest that the Android Wear OS will be involved, although such a thing would probably result in a watch with very little meaningful relation to its traditional past.
We should be able to find out what Tag Heuer has in store for us from 1pm GMT today.