Soon the Apple tch ition won’t be the only wearable with a luxury price tag. TAG Heuer says its smartwatch is coming by November with a price tag of $1,400.

A Bloomberg report says it will run for 40 hours, more than double that of the Apple tch’s projected 18 hours. 

TAG Heuer executive an-Claude Biver was even positive about the Apple tch, saying he hopes Apple sells “millions millions” of models in order to get the younger crowd more interested in wearing a watch.

ile the $1,400 price tag is higher than the Apple tch Sport or mid-range models, it’s not as expensive as the gold tch ition, which begins at $10,000 goes as high as $17,000.

The story behind the story: After originally downplaying the importance of smartwatches, TAG Heuer quickly reversed course announced a partnership with Intel to build an Android ar model. Early indications are that it will still have a dial, somehow merging the analog construction of a traditional watch with the touch-screen notifications found in a smartwatch.