Feeds

iWatch watch: Apple tags sales bod from luxury Swiss watch firm

TAG Heuer retail man pinched for wearables division

Secure remote control for conventional and virtual desktops

Apple hasn't officially announced the arrival of its iWatch, but you don't have to be Nostradamus to see what's on its way.

Fanbois have now been given the the clearest indication so far that a wrist-borne computer is set to issue forth from Cupertino, following the hiring of a head honcho from Swiss watchmaker TAG Heuer.

Patrick Pruniaux, TAG Heuer's sales and retail vice president, has jumped ship from the Swiss brand, which makes products aimed at secret agent/city banker/rich person types.

The news was revealed by Jean-Claude Biver, group head of LVMH, the Paris-based conglomerate which owns Tag Heuer.

He told CNBC: "If it had been a direct competitor, I would have felt a bit betrayed, but if he goes to Apple I think it is a great experience for him."

Mario Ortelli, senior luxury goods analyst at Bernstein, told CNBC he believed the fruity firm was trying cop some of that "Swiss made" reputation for quality. The analyst maintains that Swiss firms would be "diluting" their brands should they take a decision to work with the showy US manufacturer.

"The Swiss have got no great interest in working with Apple – if you are a luxury producer and you cooperate with Apple, you have got a dilution," Ortelli said.

"They (Swiss watchmakers) do not want to create a device like the iPhone, the iPhone is designed in California and assembled in China – so they don't want to dilute the value of the Swiss name."

It's not difficult to see what Apple might be planning here. Pruniaux is one of many recent non-tech hires at Apple, which is as obsessed with retail and branding as it is CPU cycles and industrial design.

The thing about luxury is that many people can't really afford it.

Will people cough up for $300 iWatch to measure the length of their jogs and send voice messages to their mates? If Pruniaux has his way, they will. He now has the job of making sure the iWatch is quickly seen as iNvaluable. ®

Providing a secure and efficient Helpdesk

More from The Register

next story
TEEN RAMPAGE: Kids in iPhone 6 'Will it bend' YouTube 'prank'
iPhones bent in Norwich? As if the place wasn't weird enough
George Clooney, WikiLeaks' lawyer wife hand out burner phones to wedding guests
Day 4: 'News'-papers STILL rammed with Clooney nuptials
iPAD-FONDLING fanboi sparks SECURITY ALERT at Sydney airport
Breaches screening rules cos Apple SCREEN ROOLZ, ok?
Crouching tiger, FAST ASLEEP dragon: Smugglers can't shift iPhone 6s
China's grey market reports 'sluggish' sales of Apple mobe
Apple's new iPhone 6 vulnerable to last year's TouchID fingerprint hack
But unsophisticated thieves need not attempt this trick
The British Museum plonks digital bricks on world of Minecraft
Institution confirms it's cool with joining the blocky universe
How the FLAC do I tell MP3s from lossless audio?
Can you hear the difference? Can anyone?
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.