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Traditional watchmaker TAG Heuer will begin selling a smartwatch for about $1400 in October or November as it pits itself against Apple’s new electronic timepieces.

The brand’s owner, LVMH Moet Hennessy Louis Vuitton, claimed the TAG Heuer’s smartwatch battery will last about 40 hours compared to the Apple Watch’s 18 hours.

Apple is selling Sport and mid-range models for US$349 to $1099, and versions in gold for $10,000 to $17,000.

“I hope they sell millions and millions and millions of them,” said Jean-Claude Biver, who heads watchmaking activities at LVMH. “The more they sell, the more a few people will want something different and come to TAG Heuer.” Online pre-orders began on April 10.
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