The key to cracking the smartwatch market is to start thinking less like a jeweller and more like a technology shop.
Increasing brand awareness is making Kronaby an attractive proposition for UK retailers.
Sales in Europe fell by 7% to $195.7 million in the first quarter of 2017.
The Kronaby collection consists of four models, and 24 variants with prices ranging from €345-595 (£275-475).
Eric Xu says he is not optimistic about category even though brand has recently launched devices into the market
The Connected Watch collection combines traditional features with smart functions.
Smartwatch retailers urged to embrace fast-paced economics of the tech industry or be left behind.
Crystal jewellery giant admits watch is simply not ready yet and cannot give a timeline for when launch will happen
The new collection is based on the latest Google Android Wear 2.0 platform.
The TAG Heuer launch received rave reviews from the press, but the public appears to be more cynical.