lol... they think they are going to beat a company that has an entire mature ecosystem around a custom SOC and world class hardware and software design? they aren't even going to compete. if they are lucky they will last a month after launch. how can people be so blind? they would be more successful giving me all the money they are wasting on this development and letting me invest it for them on any other stock in the market. They would make more on Apples dividend alone then they will ever make on this hair-brained idea of theirs.
It isn't about beating AAPL, it is about not losing more market share or sales of existing customers by responding to market forces. Swatch will have to segment. Some inexpensive watches between $100-$200 and then an upper end line over $500 with their Tissot brand. Further, MANY DO NOT LIKE THE APPLE WATCH DESIGN. They want something different and Swatch's offerings may appeal to them.
We've seen this before when quartz watches took the place of mechanical watches, sales of older mechanical watches dropped. Similarly, we now see smart watches taking the place of inexpensive quartz watches.