During a press conference today, Jean-Claude Biver, CEO of TAG Heuer, accompanied by Brian Krzanich, CEO of Intel, and David Singleton, VP, Engineering (Android) at Google, unveiled the TAG Heuer Connected watch with Intel Inside. The TAG Heuer Connected watch is the first luxury Swiss watch with Intel Inside powered by Android Wear.

The watch was designed with a unique approach – the dial and hands appear as normal, with partner apps displayed inside three complications on the chronograph dial at 12, 6 and 9 o’clock.

If wearers want to dive deeper into one of the apps, they can simply touch the counter in question to open and interact with the app in full screen mode.

The chronograph dial mimics the appearance and functions of a true dial in classic TAG Heuer design, but the watch also sends notifications and alerts, provides weather updates, tracks fitness goals, and provides access to the full Android Wear apps universe.

Jerry Bautista, the vice president and general manager of the New Business Group of Intel, said on his blog that the TAG Heuer Connected is the latest example of Intel’s vision to transform the way people live through technology by developing wearable devices that are both beautiful and functional. By partnering with the world’s leading brands to combine functionality and fashion, we at Intel are proud to create products with an unmatched user experience, inside and out.