Skip to main content

Will The iWatch Have The Swiss Quaking In Their Boots?

If the internet is to be believed Jonny Ive recently made a rather stark prediction for Switzerland post-iWatch launch. Based on Apple's amazing achievements in remaking the music, phone, tablet and laptop industries over the last decade and a half are the Swiss now contemplating ending it all in the fondue?

Personally I believe that there isn't a single watch market for Apple to disrupt and the high end markets, where the money in traditional watch making is to be made, aren't going to suffer one bit from the introduction of the iWatch.

However, there are two sectors of the market where the iWatch will definitely have an impact - should it arrive on Tuesday.

First, the large majority of young people who don't own a watch, instead getting all the time related information they need from their phones. These seem like exactly the sort of customers Apple should be able to easily win over - the iWatch will score in the fashion, capability and brand areas, effectively making it this generation's iPod.

Secondly, there are the mid-range watch buyers - who look for something more than a cheap watch, but aren't prepared to pay a hefty premium to get one. These people currently buy Swatch, Casio, Seiko and similar brands, in the price range between £200 and £500. That's where I expect Apple to score highly.

Whilst Swatch, Casio and Seiko shareholders are pretty nervous right now I just can't see a smartwatch ever competing with a Rolex, Heuer, Panerai or even Omega. I know I wouldn't give up my watch for one.

However, and here's where I wonder if Apple have got the jump on Samsung, Sony, et al; if the iWatch turns out to be more than just a watch, but rather a indispensable wearable that adds to the smart phone experience I could certainly see myself wearing one as well as my current watch.

Whilst the world will be watching with baited breath on Tuesday, I doubt there'll be much in the way of panic in the Swiss watch-making industry right now.


Popular posts from this blog

F1: Robert Kubica Impresses In Renault Test Run

The car may be old but its the performance of the driver that's the story here. Robert Kubica returned to F1, after a fashion, earlier this week with an extensive test run in a 2012 Lotus Renault F1 car at Valencia.
The age of the car and the circuit were likely determined by F1's current rules which ban testing, but the reason for Kubica being in the car is far more interesting. Considered by many to be a potential World Champion and certainly one of the fastest drivers of his generation, Kubica's F1 career seemed to be over after a 2011 crash whilst driving in the Rally of Andora. His Skoda Fabia was penetrated by a guardrail in the high speed accident partially severing his right arm.
Up until last year Kubica has been competing in rallying, with the expectation that the limited movement in his repaired arm would prohibit a return to single seater racing.
So this week's test is both interesting and confusing. Interesting because Kubica completed 115 laps of the ret…

Panos Panay's Defence Of Microsoft Surface Hardware Sounds Eerily Familiar

This weekend I went out with my ten year old daughter to select a laptop for her school year beginning in January. The schools requirements are quite specific, requiring a Windows 10 device, with a preference for a touchscreen and a stylus. She chose a Surface Pro, after trying a large number of different options. Having seen the way I use my own Surface Pro - and tried it herself there was only ever going to be two options - and the other was a Surface Laptop.
I tell you this so that you understand I am a buyer of Microsoft's products through choice, not compulsion. I'm on my third Surface device now. 
So when Panos Panay dismissed reports of the death of the Surface hardware line, I was very interested to see exactly how strong these denials were. Especially how they reflect what has gone before. To whit: Windows 10 Mobile.
Panay claimed that Microsoft is in hardware for the long haul. Almost exactly mirroring the words of Terry Myerson, when he claimed Windows Mobile was g…

WhartonBrooks Indiegogo Windows 10 Mobile Even More Doomed To Failure Than Usual

WhartonBrooks is currently crowd-funding its latest Windows Mobile smartphone on Indiegogo. If crowdfunding isn't already a bad enough idea, a company trying to crowdfund a Windows Mobile device should be warning enough for you.
Not that anyone seems to be taking the project too seriously. With a few weeks left to run the campaign has managed to ensnare just 2% of its $1.1m target.
If you want a better indication of how few Window Mobile loyalists remain I doubt there is one. Of 3,900 Windows Phone enthusiasts Wharton Brooks was seeking for its new phone, it has managed to entice just 50.
Windows for Phones is dead, even if the corpse hasn't stopped twitching yet.