Luxury Swiss watchmaker, Swatch has derisively referred to the Apple Watch as an “interesting toy” and not a “revolution” in timekeeping. The company’s chief executive, Nick Hayek discussed Apple’s wearable product line in a Swiss newspaper. According to Hayek, Swatch considered making their own smartwatch but cancelled the project after hearing the battery limitations on the Apple Watch. Apple’s premium device requires daily charging which makes it a fairly inconvenient proposition.
It’s not surprising to see this public outcry from Swatch, as their CEO has been critical of Apple for sometime. Obviously, they now see Apple as a new competitor in the wearables market and perhaps concerned about the future of hand-made, mechanical timepieces. However, I agree with Hayek’s argument, and the Apple Watch feels like a toy compared to traditional, Swiss watches. Of course, any Apple product will always have a market and interest from certain consumers but the Apple Watch has become a device to ridicule Apple’s pricing strategy.
Wearable technology is becoming a lucrative market and Apple believes their can offer a legitimate alternative to Swiss watch companies with years of history behind their name. Frankly, this comes across are fairly arrogant and I think the Apple Watch in the long-term will be a difficult device to sell to the mass-market.
Thank you Sky News for providing us with this information.