Swatch Co-Inventor: Ice Age Is Coming For Swiss Watches
Apple is set to challenge Switzerland’s $38 billion watch industry after the Cupertino, California-based company shook up markets such as music by driving consumers from CDs to iTunes and eroded Nokia Oyj’s dominance by redefining the mobile phone. While some Swiss brands such as Tissot, TAG Heuer and Montblanc are dipping their toes in the smartwatch market, the industry as a whole has been underestimating the threat, [Swatch co-inventor Elmar] Mock said.
“Anything in the price range of 500 francs to 1,000 francs is really in danger,” said Mock, speaking by phone from Biel, Switzerland. “I do expect an Ice Age coming toward us.”
Of course, ice ages move slow, and Apple’s competitors have at least a little bit of time on their side. I have to admit that after seeing the Apple Watch keynote live yesterday, I was a bit disappointed. And I wasn’t the only one. However, after watching it again, I once again got excited about the possibilities. It’s important to remember that this is the very first step. This isn’t the end. This isn’t even what Apple wants out of a perfect Apple Watch. It’s simply the most they can do right now, within the constraints of their supply chain and established financial margins. The same was true with the first iPhone in 2007, the first MacBook Air in 2008, and the first iPad in 2010. Think about how far those products came in just a few years time. I expect the same to happen with Apple Watch.
And that’s when we’ll see serious disruption.
Especially if this is the best that the likes of Swatch can do:
