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TAG Heuer Invades Apple’s Turf With Silicon Valley Office

  • Swiss watchmaker builds on alliance with Google and Intel
  • TAG Heuer appoints Intel’s Tom Foldesi to lead smartwatch unit
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TAG Heuer is opening an office in Silicon Valley, marking the first time a big Swiss watchmaker has expanded into the cradle of the U.S. technology sector and cementing its smartwatch alliance with Google and Intel Corp.

The office, which opened Nov. 1 and is located on Intel’s campus in Santa Clara, California, will house about a dozen research and development employees, according to Chief Executive Officer Jean-Claude Biver. TAG Heuer also hired Intel’s Tom Foldesi to lead its smartwatch program, tasked with setting up labs and product teams.