This is probably not what Swiss watchmaker and fashion designer Tag Heuer meant as part of a “collection” of sequels for its rookie Android Wear device effort, and it’s not exactly an early next-gen Google-endorsed timepiece in the Asus ZenWatch 3 vein either.

But technically, the latest, priciest Tag Heuer Connected edition is a new member of the Android Wear family, looking to fill the super-luxury void left by the Apple Watch Edition Series 1’s retirement. Sure, you can always opt for an Apple Watch Edition Series 2, but it’s clearly not the same thing.

Starting at $1,250, this “extravagant” upgraded iPhone companion doesn’t feel exclusive and, well, overpriced enough, turning too few heads with a ceramic case.

The Tag Heuer Connected, meanwhile, will soon arrive in physical stores only in an excessively ostentatious solid rose gold variant, setting you back an exorbitant $9,900, up from the smartwatch’s standard $1,500 MSRP, despite changing nothing about the original model’s specifications and capabilities.

You merely get a solid rose gold frame here, alongside the same old 1.5-inch 360 x 360 transflective LTPS LCD display, scratch-resistant sapphire crystal, 410mAh battery, dual-core 1.6GHz Intel processor, 1GB RAM, 4GB storage, Android 4.3+ and iOS 8.2+ compatibility, gyroscope, microphone, haptic engine, Wi-Fi, Bluetooth, and IP67 water endurance. A good deal? Maybe for an aspiring rapper desperate for attention.

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