Tag Heuer launches $9,900 smartwatch made of solid rose gold

Last year, Tag Heuer debuted the Connected Watch, its first Android Wear smartwatch. Now, the Swiss watchmaker is taking that old design and making it luxurious, the Verge reports.

The company’s new solid rose gold Connected Watch goes on sale this month for $9,900, as first noted by Hodinkee. Given the hefty price tag, it will only be available in retail stores.

Apple stopped selling its 18-karat gold Apple Watch earlier this year, which started at $10,000 and could reach $17,000. Although Apple failed to win over the luxury watch market, Tag may succeed with its design and branding.