smartwatch

Tim Bradshaw

Apple is making a big splash in Europe this week. On the same day the European Commission published the initial findings of its investigation into Ireland’s handling of its taxes, Apple popped up at Paris Fashion Week to show off its forthcoming Watch to the general public for the first time.

In a clear break with previous launches, Apple chose a chic fashion boutique, rather than its own retail stores, as the venue, giving a hint of how the smartwatch might be marketed and distributed when it goes on sale next year. 

It sounded like hubris last week when Nick Hayek, chief executive of Swatch, dismissed out of hand the threat from a potential Apple “smartwatch”. Hadn’t he heard what happens to companies involved in areas of personal technology that come under attack from the creative geniuses of Cupertino, California?

Summoning up images of unwieldy internet watches dating back to Microsoft’s Spot watch of nearly a decade ago, Mr Hayek questioned whether “an interactive terminal on your wrist” would ever catch on. “Personally, I don’t believe this is the next revolution,” he was quoted as saying.