Swiss watchmaker Tag Heuer is joining forces with Google and Intel to design and develop a luxury smartwatch that’ll compete with Apple’s upcoming wearable. The trio announced the partnership earlier today at the Baselworld Watch and Jewellery Show in Switzerland.

Tag Heuer CEO Jean-Claude Biver said his company’s smartwatch would be luxurious yet capable of seamlessly connecting to its wearer’s daily life. The executive is expecting a win-win partnership as Swiss watchmaking and Silicon Valley is a marriage of technological innovation and watchmaking credibility, he added.

The intelligent wristwatch will be powered by an Intel-designed chipset that’ll run Google’s Android Wear mobile OS. Naturally, Tag Heuer will be in charge of designing the watch but given its infusion of technology, Biver said it likely won’t be assembled and manufactured in Switzerland which means it wouldn’t be classified as a “Swiss-made” device.

Google has put a lot of weight behind Android Wear but thus far, its efforts haven’t paid big dividends. A recent report from research firm Canalys claimed that manufacturers had collectively shipped just 720,000 Android Wear devices through the end of last year.

In the same respect, Intel hasn’t done much with its Quark SoC since its debut in late 2013. It’s unclear if this is the chip that will power the Hag Heuer watch although all signs suggest that’ll be the case.

The device in question doesn’t yet have a name. Similarly, pricing and an exact launch date weren’t mentioned although Biver teased that the wearable could arrive anytime between October and December – a timeframe that would put it right in line with the lucrative holiday buying season.