What? Now Tag Heuer is coming with a smart watch?

This is from AP - apparently Tag Heuer is coming with their own smart watch:

French luxury group LVMH's watch brand TAG Heuer has plans to launch its own smartwatch, the head of its watch business told a Swiss newspaper. 
"We want to launch a smartwatch at TAG Heuer, but it must not copy the Apple Watch," Jean-Claude Biver told Sunday newspaper NZZ am Sonntag.