Luxury watchmaker TAG Heuer has taken a major leap by ditching Google’s Wear OS in its latest smartwatch, the Connected Calibre E5. Instead, the company has built its own operating system — TAG Heuer OS — designed for smoother performance and stronger compatibility with iPhones.
With Made for iPhone certification, the Connected Calibre E5 becomes TAG Heuer’s most Apple-friendly smartwatch yet, signaling a strategic shift toward iOS users.
According to TAG Heuer, nearly 70% of its smartwatch customers use iPhones, making the shift from Android’s Wear OS to a more integrated iOS experience a natural move.
The Made for iPhone (MFi) badge means the watch now meets Apple’s stringent standards for connectivity and software optimization. In real-world use, this translates to faster pairing, more stable Bluetooth and Wi-Fi connections, and smoother health data synchronization.
It also fixes long-standing issues that iPhone users faced with TAG Heuer’s Wear OS watches, such as delayed notifications and unreliable call handling.
Custom software, premium design
The new TAG Heuer OS introduces a redesigned interface with fresh animations, refined menus, and enhanced responsiveness. The smartwatch is available in two sizes — 45mm and 40mm — both featuring AMOLED displays (1.39 inches and 1.2 inches respectively).
Powered by the Snapdragon 5100+ chipset, the watch includes touch controls, enhanced brightness, and vibrant haptic feedback. Its signature stainless-steel finish and premium strap options continue TAG Heuer’s luxury tradition.
Packed with health and fitness sensors
Beyond aesthetics, the Connected Calibre E5 packs a robust set of health and fitness sensors. It can track:
-
Heart rate and heart rate variability
-
Blood oxygen levels
-
Breathing rate and sleep quality
-
Calories burned and daily activity
The watch also includes an accelerometer, gyroscope, compass, and barometer, along with dual-band GNSS for improved GPS accuracy during workouts and outdoor activities.
Apple watch rival — With limits
TAG Heuer clearly aims to offer a premium Apple Watch alternative, but there are still some trade-offs.
The Connected Calibre E5 does not support third-party apps or LTE connectivity, meaning users can’t install extra apps or use the watch independently of their phones. It also lacks Google Pay support, although users can still make calls, receive notifications, play music, and monitor fitness metrics.
Price and availability
The TAG Heuer Connected Calibre E5 starts at a premium $1,600, placing it well above most mainstream smartwatches. However, its luxury design, exclusive branding, and deep iPhone integration could make it one of the most desirable wearables for Apple users seeking something different from the Apple Watch.
By abandoning Wear OS, TAG Heuer is betting big on its own software ecosystem — a move that could redefine its position in the luxury tech space. If the Calibre E5 succeeds, it might inspire other high-end brands to create custom smartwatch platforms optimized for iPhone users.
Whether this gamble pays off will depend on how well TAG Heuer balances luxury craftsmanship with everyday usability — something the Apple Watch has long perfected.
