Smartwatch vs Traditional Watch

Since last year, the battle of connected watches in full swing. All major manufacturers have embarked on this new market, the image of LG and its G Watch, Google and Motorola with the Moto360, or from the French company Withings and activity model. Especially we have seen with the multitude of smartwatches presented at the last IFA in Berlin. But these intelligent watches do not really frighten Swiss watchmaking, rather oriented towards the luxury sector. Nevertheless, the arrival of the Apple Watch may change that. Because the brand with the apple knows how to do there in terms of revolution. And for this new product, she put the package, recruiting highly qualified personnel in the field of watchmaking, as Patrick Pruniaux, Commercial former director of TAG Heuer. Should Switzerland fear a crisis in the watch industry similar to that caused by quartz watches in the 1970s?

Smartwatch vs Traditional Watch 1

A threat to entry-level brands

For Apple’s design boss, Jonathan Ive, that does not make a fold. According to an Apple employee interviewed by the New York Times, he says “Switzerland is in danger.” Remarks embellished by the American newspaper, in view of the much raw terms used by Jonathan Ive. The head of the Watches division of LVMH, Jean-Claude Biver, shares his opinion. He told CNBC last July that the Apple Watch was a real danger to Swiss watchmaking: “I personally think it has the potential to be a threat to the industry, Not stand idly by. ” Stéphane Linder, CEO of Tag Heuer, a brand belonging to the French luxury group: “We must be vigilant and anticipate the risks of such a technological revolution.” Moreover, the Swiss brand is preparing a watch model connected it hopes to present next year at Baselworld.

Smartwatch vs Traditional Watch 2

For the rest of the Swiss watch industry, the boom of connected watches does not constitute a threat, because these tools do not play on the field or luxury mechanical timepieces. They believe that an intelligent watch is not comparable to an object of haute horlogerie, which remains one of the rare outdoor wristwatches for men and that is transmitted often from generation to generation. A view shared by most experts, but that does not apply to the Swiss watch market entry, such as Swatch and Tissot operating in the same price range as smartwatches. These marks then may well suffer from breakthrough of Apple and other manufacturers. But the brand Swatch, which works all the same on a model equipped with fitness functions, does not believe in the revolution of watches connected. Swatch Group boss Nick Hayek recently pointed out: “Since smartphones, iPads and iPods have been around, we have sold more mechanical watches. This shows that the consumer places the emotion before the precision. ” For him, it is only a phenomenon of fashion. However, for observers, it is the only company that would have the technological and industrial tools to stand up to the giants Apple and Samsung.

Smartwatch vs Traditional Watch 3

The position of the Swiss watch groups is difficult to understand for Elmar Mock, one of the founding fathers of the famous Swatch, who told swissinfo: “By taking a realistic figure of 100 million smartwatches sold per year, Market could weigh in the $ 30 billion, more than the entire Swiss watchmaking industry. ” Only the future will tell us who is right. But one thing is certain: if the connected watches manage to impose, Switzerland will hardly catch up. It has deliberately chosen not to keep pace with technological developments in the sector, and it may well pay for it at a high price.

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