Swiss watchmaker’s squirming makes Jony Ive sound like a prophet

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Luxury Swiss watch makers were originally dismissive of Apple Watch, but now that its launch is inching closer, their tone is changing. TAG Heur’s chief squirmed in front of the press today and announced that his brand is working on something that might be totally amazing. They’re just still looking for partners to make it happen.

Jony Ive prophesied in September that Swiss watchmakers were in “trouble” thanks to his new creations, and it’s looking like he was right. TAG Heuer CEO Jean-Claude Biver said his company is creating a product to take on Apple Watch, but only if it “can be first, different and unique.”

Biver told reporters that TAG has already struck several partnerships for the watch, and they’re also considering acquiring a few companies to speed up the process.

“We started on the project about four months ago. We have done several partnerships and might also do acquisitions,” Biver, head of LVMH watches and TAG Heuer interim chief executive, told journalists at the brand’s headquarters at La Chaux-de-Fonds in western Switzerland.

Partners are rumored to include Intel and Google. TAG Heuer general manager Guy Semon wouldn’t comment on possible functionality of his brand’s smartwatch, but did admit that Apple Watch is the biggest challenge facing the Swiss watch industry since the introduction of quartz technology.

“We cannot ignore this tsunami that is coming closer,” Semon told Reuters. Some rumors have claimed TAG Heuer will use an Intel micro-processor to power the timepiece that features a mechanical action supplemented by electronic sensors that monitor your vitals, like calories burnt. You know, just like an Apple Watch, only probably worse.

Jean-Claude Biver didn’t give a launch date for his company’s watch, but said they might be ready to announce something in late-2015 at the earliest.

Source: Reuters

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