If you need more evidence that the luxury Swiss watchmakers are as truly screwed as Jony Ive predicted, look no further than IWC’s laughable answer for keeping up with the Apple Watch.
The luxury watch company is adding a smart sensor called IWC Connect to the strap of its Big Pilot watch, a favorite of horologist collectors including John Mayer. Details on what the fitness sensor can actually do haven’t been revealed, but IWC created a ridiculously dramatic teaser trailer for the new strap that you can watch below: