Tag Heuer to confront Watch with its own smartwatch that does less.

BASEL, Switzerland (Reuters) - Tag Heuer plans to unveil a smartwatch on Thursday among a wave of partnerships expected at the world's biggest watch fair this week as luxury watchmakers fight back against Apple.

It said its competitive advantage would be longer battery life than Apple's watch as its smartwatches, having more limited capabilities, would require less energy. Apple watches must be recharged every 18 hours, meaning they typically cannot be worn overnight.

LVMH's Tag Heuer surfs wave of smartwatch partnerships

Interesting that its competitive advantage isn't build quality, but merely battery life. Because it does less. Nice pitch.