TAG Heuer is reportedly planning to reveal an Intel-powered smartwatch at the Consumer Electronics Show in January.
The device will resemble a traditional watch but will track data on steps taken, calories burned and sleep patterns, Digital Spy said citing Business Insider.
Jean-Claude Biver, head of watches at TAG Heuer parent company LVMH, was previously quoted as saying that the smartwatch market is on his radar and was keen to point out that he has no desire to launch a product resembling the Apple Watch.
Rumours earlier this year suggested that the company was working with Apple on its debut smartwatch, but such reports turned out to be untrue.
TAG Heuer has previously dabbled in luxury Android smartphones with the release of Meridiist Infinite, a device that uses a solar panel to top up its battery.
CES 2015 takes place in Las Vegas between January 5 and January 9.
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