TAG Heuer is ready to join the smart watch bandwagon and compete against Apple and other popular names that are already in the wearable industry. While the company is yet to announce the specifics of its upcoming smart watch, it had speculated that a working product may just come out in late 2015.

Founded in Saint-Imier, Switzerland, TAG Heuer is part of the LVMH group. While the company is perceived by many as a luxury watch brand, it actually competes at an almost entry-level of the market. Most of its model watches have a price range of several hundred dollars to a few thousand dollars.

Perhaps the main reason that had inspired the Swiss watchmaker to come up with its own wearable device is when it had witnessed the smart watch launch event of Apple. Jean-Claude Biver, the company's chief executive officer, described the Apple Watch as "too feminine." He also added that the watch appeared like it had been built by a student who is attending his first trimester.

"This watch has no sex appeal," said Biver. "It's too feminine and looks too much like the smart watches already on the market. To be totally honest, it looks like it was designed by a student in their first trimester."

Biver also showed an interest in making a smart watch although he wanted to make sure that it deviates from the direction of Apple or Google. He also insisted on designing a watch that is not only aligned with the new technology but also a product that would keep the company's reputation for making long-lasting luxury goods intact.

Biver declined to elaborate what TAG Heuer was planning. One thing that he has confirmed is the plan to divide the company's research and development department so as to enable one side to focus on technological innovation.

The TAG Heuer smart watch is purported to incorporate mechanical actions which are aided by sensors. These would enable the wearable to keep a tab on a number of physical stats such as "burned calories" and "step counter."

"We will only make smart watches if we are the best, different and unique," said Biver.

In order to get a head start, Biver said that the company is open to acquisition of companies and is also looking for partners, as any smart watch venture would need a partnership. It could either be a university or a specialist firm.

"We're casting a wide net and looking at very big companies," said Guy Semon, company VP.