There is a pretty set pattern that happens whenever Apple enters a new industry: evidenced everywhere from iTunes to the iPhone to the (rumored) Apple Car.
First of all, the established old guard dismiss Apple as a tech company that knows nothing about their business, then starts to panic when it realizes what it’s in a fight it may well lose, and then finally follows Apple down whichever path it is going.
Having initially dismissed Apple’s debut timepiece, Swiss watchmakers are now squirming as the Apple Watch’s April launch date creeps ever closer. First off, TAG Heur admitted it was working on a smartwatch and now fellow Swiss watch company Mondaine has revealed it is doing much the same.
It may be a desperation move on the part of Mondaine but, hey, as desperation moves go, it’s a pretty gorgeous one!