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.