Swatch Thinks This Watch Will Challenge The Apple Watch

After taking multiple jabs at the Apple Watch, this is the smartwatch Swatch is debuting in China next year…

Let that sink in for a moment.

Swatch CEO, Nick Hayek, has spent several months building up hype around the upcoming Swatch smartwatch, while at the same time calling the Apple Watch “an interesting toy.” Now, we’ve got a first look at what the company has in mind and it looks nothing more than a regular Swatch watch with the inclusion of an NFC chip.

According to Bloomberg, the Swatch Bellamy (that’s the name of the watch) is a relatively basic Swatch timepiece that will debut in China sometime next year for under $100 dollars, before it makes its way to the U.S. and Switzerland. The only technology built into the device is NFC, which will wearers to make payments with their watch rather than their phone or credit card. It’s no wonder Hayek was touting the 9 month battery life on this thing. It doesn’t do anything!

This isn’t the first time Swatch has talked up its smartwatch plans. Just a few months ago, Hayek said that Swatch would have an answer to the Apple Watch within three months, and here we are… nothing.

Maybe Swatch should look to Apple when it comes to unveiling future plans and learn to just keep your mouth shut until things are ready.