Apple iWatch Enlists the Help of TAG Heuer

 

 

Apple hired the sales director of luxury Swiss watch maker TAG Heuer (owned by LVMH) to help with the launch of its new iWatch. According to 9to5Mac, the unnamed executive is Patrick Pruniaux, previously the vice president of sales and retail at TAG Heuer, which is linked to Hublot via the LVMH luxury goods conglomerate.

Apple’s attempt is to use the prestigious “Swiss made” label to market its new gadget. According to analysis, Apple has approached a numer of employees from high-end Swiss watch makers without much success. “For sure they are trying to approach the Swiss manufacturers, but the Swiss have got no great interest in working with Apple – if you are a luxury producer and you cooperate with Apple, you have got a dilution,” said senior luxury goods analyst Mario Ortelli.

Previously it was reported that Apple’s iWatch will come in different sizes and will feature curved AMOLED displays with sapphire cover glass, the same as used on quality watches from different companies. The design of the watch from Apple is unknown, yet it is expected that it will be slim and will compete against sophisticated watches from renowned producers. It is believed that there will be more or less affordable as well as expensive versions of the Apple smart-watches. The latter will include precious materials (e.g., precious metals, carbon fiber, alligator/crocodile leather straps, etc.).

Since nothing particular is currently known about the iWatch, some analysts do not believe that they will actually be competitive against fine watches by various Swiss brands.

“I don’t believe that an iWatch will be a threat to luxury Swiss watches,” said Jon Cox, an analyst at Kepler Cheuvreux in Zurich. “But where I do see some potential impact is at lower, for example below $1000, price points where there could be a temporary dislocation if there is super high demand for iWatches.”

With Apple reportedly looking toward an October introduction for the iWatch, the company is building a formidable team with experience in the fashion industry.

At the top of that list is new retail chief Angela Ahrendts, who officially joined the company two months ago from Burberry. In another high-profile move, Apple last year hired Paul Deneve, CEO of French luxury label Yves Saint Laurent. Deneve reports directly to Apple CEO Tim Cook and is working on "special projects" for the company, with most speculation centering around the iWatch.

 

iWatch concept by Todd Hamilton

 

iWatch concept by Esben Oxholm

 

iWatch concept by Stephen Olmstead

 

Very first iWatch concept