Swiss Relunctance

The Swiss have been making watches for a long time and today accounts for half the world’s total watch production in terms of value. However, if the recent Baselworld watch and jewelry fair was anything to go by, it seems that the Swiss are not sold on the concept of the smart watch. None of the major Swiss brands have announced a smart watch.

Nick Hayek, CEO of The Swatch Group, Switzerland’s largest producer of watches, commented that he has been contacted by “practically all players in smart wearables”. However, he is not convinced that smart watches are the next revolution and sees no reason why they should enter into a partnership with these firms.

“Personally, I don’t believe it’s the next revolution,” Hayek said. “Replacing an iPhone with an interactive terminal on your wrist is difficult. You can’t have an immense display.” He further adds: “The smartwatch is an opportunity for us, whatever happens. If people who never used to wear anything on their wrists start wearing a so-called smart watch, then we certainly can convince them quickly to try wearing a beautiful watch instead.”

Likewise, Breitling’s CEO Jean-Paul Giradin was not sold on the current crop of smart watches that are in the market right now. “A watch has to stay as the personal instrument on your wrist, having standalone functions,” he said in a recent interview at Baselworld 2014. He also stated that smart watches should not just be another interface with your tablet or smartphone.