TAG Heuer Announces Smartwatch Plans as Threat From Apple Watch Looms

[Jefe's MacAir]

Two different products. The Watch is not a watch. But a wrist worn computer. The hurdle is getting people to want to wear one as a watch is a fashion statement and the Watch is trying to emulate that.

If anything, Tag and every other watch maker will sell more conventional watches if wearing a wrist device takes hold. And fortunately for both Tag and Apple it appears that the watch is coming back en vogue anyway. Those who buy an Apple Watch will likely buy another sort of traditional watch eventually. And there may even be a shift from the chip to an appreciation of the art of the automatic movement.

The 80s are hot again.

In fact, it's already starting.

http://www.examiner.com/article/trendsetters-are-wearing-multiples-and-new-followers-are-watch-ing

In the 1980’s, a fad began of wearing multiple watches at once. Some wore one watch on each arm and others wore multiple watches on the same arm. Wearing multiple watches can be directly related to wearing multiple bracelets. Bracelets are much appreciated when being worn in multiples and are now being sold this way. Wearing multiple bracelets can either make the statement you are trying to communicate or can complete your look. This fad was a hit from the 80’s and is slowly hitting the streets today. Trendsetters are wearing multiples and new followers are watching.

From bright colored Nixon watches to Timex, every style, color, and texture is now readily available and easier to purchase than in the 1980’s. Back in the day, Swatch Watches, made by Swiss, led the fad. Swiss knew they had competition from competitors like Seiko, and other Japanese companies. These Japanese companies were selling watches that the public could afford. Swatch had a better idea than price and launched their ideas beginning in 1984. The first product line was launched in Switzerland and soon become the latest and greatest thing in the U.S. Swatches became unique for the exciting colors and cool, attractive designs. Swatches were made unisex and had an individual name for each watch, making it unique to the buyer.

Today, finding a watch isn’t much of a challenge like it used to be. You can pick up basic watches at local retail stores such as, Wet Seal, Journeys or Zumiez. You can also look for higher watch qualities in stores like Dillards, The Buckle or Macy’s department store. Higher end jewelry stores carry brands like Breitling and Rolex watches.

Whether you wear a watch for time, price tag or style; wearing a watch is a trend, a fashion and fad all in one. Depending on what fashion loop you are in, purchasing a new watch might not be a bad idea. After all, we live in time and times always change.

Photo form article:

 

[NachoGrande]

So the Swiss watchmakers are worried after all…..

They're really not a "swiss" watch. They're still quartz based, unlike "real" watch makers that will have no problem.

 

[peterdevries]

That may be true, but note that before Apple announced the Apple Watch no one was even suggesting a smartwatch would be anything other than a $300 or less device aimed at techies. The stainless steel Apple Watch will likely be several hundred to $1000, while the 18kt gold model could be several thousand dollars. That someone who is in that $1000 market is now going into smartwatches suggests that the market is bigger than previously thought.

True, and I concede that I was wrong about this at first. I doubt though that Apple will sell more than a few ten thousands of these 18kt watches and that this will impact true high end watches at the same price point.

 

[apolloa]

haha, this is a funny story. Apple should be VERY worried, not for their low end Apple Watch models, but the stupidly overpriced high end Gold ones, because Tag will destroy it in quality and desirability.

But this is hardly the entire Swiss watch industry worrying about Apple, when ONE of them is making a smart watch. And looking at other Swiss smart watches, the ones made by small companies, I won't be surprised if the Tag has solar charging or an automatic movement that charges the battery, and in one stroke it becomes a LOT more usable than the Apple device.

Meh I still like the design of the Apple Watch, but I have no need for it and the softwares crap. I also like the Microsoft band thingy but it needs refinement, a smaller screen and less bulk.

I guess they are getting there?

But I am waiting to see what the rumoured WebOS smart watch ends up like, that could be tasty.

 

[peterdevries]

4) The much rumored Microsoft Smartwatch launches.

It was launched about 4 weeks ago and no one noticed due to the absence of any marketing.

 

[s1m]

I doubt Apple's watch' will dominate over high quality fashion watches. I'll probably have one of those too, but if I'm attending a high profile public event, I'll just wear my Rolex.

I agree with this - I don't think thpigh that the Apple Watch is meant to compete with high end watches. I have a Tag Heuer Monaco - a beautiful time piece. I wear it to job interviews, board meetings and "events" - I don't wear it every day. The Apple Watch I will however wear every day. Imight switch back to the Tag for some events but the apple watch will be my primary timepiece and my iPhone will be in my pocket more often than not.

Completely agree with the flaws. I'm not interested in the Apple Watch if I need an iPhone to pair it with and the lack of water resistance is off putting.

I don't shower or swim with my high end Tag (I do dive with my lower end Tag) so I am not sure why there is an issue with a lack of water resistance (noting that it is shown in one pic on teh apple website with quite a lot of water/sweat around it though).

Also if you have an iPhone what is the issue with pairing it with the iPhone? In all likelihood the Apple Watch will increase the battery life on my iPhone - I wont be powering up the iPhone's screen every time I get an SMS, email, meeting notification or change of song.

 

[doelcm82]

My thinking (and this has been brought up before) is that the 18K gold Apple Watch will have a case that opens up and the internals are replaceable/upgradable throughout the life of the watch. Every few years you send your watch in for a $300-$500 "service" which includes upgrading the processor.

hmmm, Apple is just making upgrades impossible on all other devices they produce......

All other devices, except the Mac Pro.

This is the key uncertainty. It makes very little sense for Apple to make a non-upgradeable high-end smart watch, because who wants to spend thousands of dollars on a gold watch that will be obsolete in a couple of years?

This is why I think the higher-end Apple Watches will be upgradeable. The lower-end watches will be like the MacBook Air, glued together, and ultimately replaced with a new watch after a couple of years. The higher-end will be more like the Mac Pro.

It seems obvious that Apple would fail if they produced a disposable watch with a body made of 18K gold. It's equally obvious that Apple is not in business to fail. Therefore, I assume that Apple's 18K gold watch will not be a disposable product.

 

[NotoriousZeus]

What if they partner with Microsoft ??

 

[GoodWatch]

Fairly comical considering the big watchmakers kept claiming that they weren't scared.

TAG Heuer isn't considered as one of the 'big' makers, depending on the definition. Audemars Piguet, Patek Phiippe, IWC and even Rolex to name but a few cater for a different audience. An affluent audience that will keep buying high-end time pieces no matter what. For collecting or a display of wealth although that is not obvious with some of those pieces. The introduction of the (cheap) digital quartz watch almost caused the end of the Swiss watch industry. Why? Because the production of a mechanical watch requires special expertise, tooling and trained staff. A digital quartz watch requires more widely available expertise: electronic engineering and mass production facilities. I must admit that I don't understand TAG's move. This will only tarnish their shaky reputation among watch aficionados even more. Tissot, with a natural evolution to their T-Touch range, seems a more likely candidate.

 

[LordVic]

I agree with this - I don't think thpigh that the Apple Watch is meant to compete with high end watches. I have a Tag Heuer Monaco - a beautiful time piece. I wear it to job interviews, board meetings and "events" - I don't wear it every day. The Apple Watch I will however wear every day. Imight switch back to the Tag for some events but the apple watch will be my primary timepiece and my iPhone will be in my pocket more often than not.



I don't shower or swim with my high end Tag (I do dive with my lower end Tag) so I am not sure why there is an issue with a lack of water resistance (noting that it is shown in one pic on teh apple website with quite a lot of water/sweat around it though).

Also if you have an iPhone what is the issue with pairing it with the iPhone? In all likelihood the Apple Watch will increase the battery life on my iPhone - I wont be powering up the iPhone's screen every time I get an SMS, email, meeting notification or change of song.

Water resistance is a must with watches. I dont expect every watch to be able to be worn to 200 metres or anything. I just mean, if i'm done taking a dump and I'm washing my hands, I'm not being a spazz worrying about my watch from getting ruined by water while washing my hands. I'm not worried about taking my watch off when cooking. I can sit around the pool without worrying about falling in and ruining it. its precautionary. Spending $500 on a watch, i want it to be somewhat protected from incidents.

I was very excited to see what Apple would do in the Watch/Wearables segment. While I may not have been in the market for one, I was hoping they'd "do it right" and influence the industry.

However, I'm sitting here looking and reading the product details of the Apple Watch, and I'm disappointed.

 

[macs4nw]

It's not just about making software. It's about developing an entire platform. System architecture, frameworks, APIs. Not easy stuff, and not something a company can just learn overnight. And then just partnering with Google for the platform side, results in a commodity generic product. They can add all the Swiss craftsmanship in the world, but it won't change the fact that it's still just an Android Wear product. They have no control over the platforms destiny and functionality, and are at the mercy of some other company getting things right.

Being a vertically integrated platform starts to make a whole lot more sense when you try to inject a platform into something as personal as a watch.

The Swiss will fail. They can mock Apple all they want, but in terms of creating a PLATFORM and overall product, Apple is miles ahead of where they will ever be. Look at how the Apple Watch makes heavy use of Extensions and Continuity to offload processing on the iPhone. That's ONLY possible for Apple to develop and architecture like that, because they develop the platform, they develop the software, they develop the smartphone, and they develop the watch. All these pieces start to align.

Your post gets to the crux of the problem and makes a lot of sense. +1

 

[Michael Scrip]

Hate the way fanboys keep trotting out this tired meme that the Apple watch is somehow going to challenge Swiss watches. They are not even remotely in the same market.

Wait... isn't this article about a Swiss watchmaker getting into the smartwatch market?

The Swiss might not be "challenged" by Apple... but they obviously realize there's something there.

 

[Iconoclysm]

Perfectly stated. I feel like that also was Apple's reaction to make that watch. It's the first time I have seen them do something because it seemed like a trend in tech.

The rumors around Apple building a watch started long before even the first Galaxy Gear, they were predicting a trend, really. However, I'm not sure I follow you not having seen them do something because it seemed like a trend in tech. Virtually NONE of their products weren't already a trend in tech.

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It seems shortsighted to think that Apple can design a watch better than a watchmaker giant.

Sounds like the guys at Palm saying Apple could never make a smartphone better than theirs.

 

[doelcm82]

We are nearing the end of 2014, and Edy Cue said that before the 2014 ends Apple will unveil to the world something more significant than Macintosh/Mac/OSX/iPhone/iPad combined.

Later, Time Cook confirmed that statement from Edy Cue.

14 days to go, nothing even near the Macintosh was released yet. Still waiting ...

This suggests that something already announced in 2014 is the "something", and that you simply haven't grasped its significance.

Maybe he meant the Apple Watch, but I think it's more likely that he meant Apple Pay (of which the Apple Watch, the iPhone, the iPad, and eventually the Mac are part).

Since you are still waiting, I'm guessing you don't see the significance of Apple Pay. Yes, it's not a mature product so far. But Apple has a long-term strategy. If you judged the significance of the iPhone or iPad by how much impact they had in just a few months after being revealed, you'd have said "Still waiting..." about them, too.

 

[KPOM]

haha, this is a funny story. Apple should be VERY worried, not for their low end Apple Watch models, but the stupidly overpriced high end Gold ones, because Tag will destroy it in quality and desirability..

My guess is that Apple wasn't intending on selling millions of Edition watches. It's the flagship to bring people into the stores, and have them walk out with the sub-$1000 stainless steel or even the $350 aluminum watch.

 

[Iconoclysm]

Hate the way fanboys keep trotting out this tired meme that the Apple watch is somehow going to challenge Swiss watches. They are not even remotely in the same market. Nobody is going to hand down their obsolete 1st gen Apple watch to their grandkids, even if it is still somehow miraculously still working by then.

Perhaps the traditional watch will die like the old time piece, hat pin, tie clip, etc? It'll be something you wear to a wedding? I don't think Apple Watch is going to displace that industry but that industry doesn't even exist among the audience Apple is targeting.

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Here's an idea. Apple uses the aWatch as the equivalent of the iPod...

Just like they ported iTunes to Windows, they port enough to Android to give you the watch experiences --- but it's always quite clear that you'd have a much better experience if the phone connected to the watch were an iPhone.
Especially if the aWatch hardware is far superior to what AndroidWear offers and is patent protected in some way that prevents this from changing (maybe the battery life is much better, maybe the SoC is far superior, maybe the haptic feedback stuff is patented in some way), this makes a lot of sense. People will buy the Apple product because it is so superior to alternatives (ala iPod) then switch phones when their contracts run out...

This is exactly what Microsoft has done with the Band.

 

[Avalontor]

OMFG people. Schools operate on semester, trimester, quarter, and other schedules. "First trimester" just means "new to school." It has absolutely nothing to do with pregnancy.

It does if it's a joke.

 

[KPOM]

I was very excited to see what Apple would do in the Watch/Wearables segment. While I may not have been in the market for one, I was hoping they'd "do it right" and influence the industry.

However, I'm sitting here looking and reading the product details of the Apple Watch, and I'm disappointed.

It's a Gen 1 product. Look at the first iPhone. It didn't have "apps" (Nokia and Palm smartphones at the time did). It didn't have 3G (just about every other phone out there did). It didn't even support MMS (which even "dumb" phones at the time did). Apple has shown time and again that they rapidly improve their products. The original iPad looks quite laughable compared to the iPad Air 2 or even the iPad 4. The original MacBook Air overheated and was overpriced. Now it's Apple staple.

 

[Patriot24]

Regardless of your opinion of the Apple or their watch, it is undeniable that they are having a large effect the watch industry - months before their product is even released.

It will be very interesting to see how things go. We're going to see is a redefining of the word "watch" over the next several years. That is making some people very uncomfortable, but it is the way of things.

 

[Gudi]

building a product out of fear, not passion, will result in failure.

Android was build in fear, Microsoft would control mobile computing. Than it was redesigned in fear of the iPhone. Windows was build in fear of the Macintosh. It's the circle of fear. Or is it a tree of fear? With Steve Jobs at its root.

 

[280428055]

My watch has a titanium case, waterproof to 1000 feet, COSC certified, and the chrono pushers work underwater with no risk of leak so I can time anything, anywhere. I can read it in the dark thanks to it's Superluminova markings and the whole thing generates all the power it needs to run through normal wear. I can't think of anything much smarter than that. Oh, did I mention my watch has actually gone up in value from when I purchased it?

 

[bobob]

building a product out of fear, not passion, will result in failure.

Fear is a form of passion.

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We are nearing the end of 2014, and Edy Cue said that before the 2014 ends Apple will unveil to the world something more significant than Macintosh/Mac/OSX/iPhone/iPad combined.

Later, Time Cook confirmed that statement from Edy Cue.

14 days to go, nothing even near the Macintosh was released yet. Still waiting ...

I think you need to look up the word "unveil".

 

[GoodWatch]

My watch has a titanium case, waterproof to 1000 feet, COSC certified, and the chrono pushers work underwater with no risk of leak so I can time anything, anywhere. I can read it in the dark thanks to it's Superluminova markings and the whole thing generates all the power it needs to run through normal wear. I can't think of anything much smarter than that. Oh, did I mention my watch has actually gone up in value from when I purchased it?

Breitling?

 

[280428055]

Breitling?

Close. Omega Seamaster.

 

[apolloa]

My guess is that Apple wasn't intending on selling millions of Edition watches. It's the flagship to bring people into the stores, and have them walk out with the sub-$1000 stainless steel or even the $350 aluminum watch.

It will be interesting to see just how many watches they do manage to sell as I'm still not convinced it will be a lot, past the initial launch sales. Still don't see many smart watches around despite every man and his dog having a smart phone.