Apple (News - Alert) Watch has been the life of the wearable tech world party of late, but Swiss watchmaker Tag Heuer is bringing attention to itself with announcements of big plans for its sporty luxury watch, the Carrera. Tag Heuer will be giving it a brain with the help of two powerhouse companies.

LVMH's Tag Heuer confirmed its partnership with Intel (News - Alert) Corp aimed at bringing the world the first smart version of its best-selling watch by fall of this year. Besides giving wearable tech consumers something other than the Apple Watch to put on their wrists, the initiative may help prevent stunted sales that some analytics experts are forecasting for luxury watch makers later this year.

Today, as reported by WIRED, Google (News - Alert) carved out a niche with the forthcoming timepiece which we now know will be a luxury Android Wear Watch. It’s too soon to tell if this means smartwatches are fated to bring the famous “iPhone (News - Alert) vs. Android,” debate to wearables, but with Intel and Google behind the Tag Heuer’s smartwatch initiative, it certainly isn’t a farfetched conclusion. And with the global smartwatch market expected to rise with Apple ahead of the game, history does seem to be repeating itself.

Details regarding the partnership have not yet been disclosed, but we do know that Tag Heuer’s take on the smartwatch will have many of the same features of the Apple Watch, including geolocation, distance-walked, and altitude.  Perhaps the greatest innovation brought by the new smartwatch will be a design that has form and function. A watch is after all, a piece of jewelry, and in this case, the smartest ones aren’t always the most attractive.

We often find ourselves saying “only time will tell,” in the tech industry, and considering the lack of specific details on Tag Heuer’s end, the blanket statement rings true: only time can tell if today’s new partnership will yield a wildly successful competitor for the Apple Watch.

Until that time comes—autumn 2015—we’ll keep both ears to the ground for more news of this nascent partnership.