September 2014, and the Apple chief designer Jony Ivemade some clear and incisive remarks about his company’s debut wearable device (The Apple Watch) to declare that the Swiss watch industry was ‘in trouble’. He’s not the first to make these kinds of remarks, or statements of intent. Swiss horologists have remained defiant in previous situations of extinction, and it can be done again.
The new watch from Apple may well be a smartwatch in essence but they don’t want you to think it’s one. Since the Apple Watch was unveiled in September last year, the company has been saying that its primary purpose is to tell the time, and not, like previous smartwatches to hit the market, cram a host of features from your smartphone into a smaller device worn on ones wrist.