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. ®

The essential guide to IT transformation

More from The Register

next story
Apple's iWatch? They cannae do it ... they don't have the POWER
Analyst predicts fanbois will have to wait until next year
The agony and ecstasy of SteamOS: WHERE ARE MY GAMES?
And yes it does need a fat HDD (or SSD, it's cool with either)
Barnes & Noble: Swallow a Samsung Nook tablet, please ... pretty please
Novelslab finally on sale with ($199 - $20) price tag
Kate Bush: Don't make me HAVE CONTACT with your iPHONE
Can't face sea of wobbling fondle implements. What happened to lighters, eh?
Apple to build WORLD'S BIGGEST iStore in Dubai
It's not the size of your shiny-shiny...
Just in case? Unverified 'supersize me' iPhone 6 pics in sneak leak peek
Is bigger necessarily better for the fruity firm's flagship phone?
Steve Jobs had BETTER BALLS than Atari, says Apple mouse designer
Xerox? Pff, not even in the same league as His Jobsiness
Apple analyst: fruity firm set to shift 75 million iPhones
We'll have some of whatever he's having please
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
7 Elements of Radically Simple OS Migration
Avoid the typical headaches of OS migration during your next project by learning about 7 elements of radically simple OS migration.
BYOD's dark side: Data protection
An endpoint data protection solution that adds value to the user and the organization so it can protect itself from data loss as well as leverage corporate data.
Consolidation: The Foundation for IT Business Transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?