Apple Watch “is designed to let you quickly dictate responses to text messages, check the weather, find a child-friendly Ethiopian restaurant — things you’d normally rely on your smartphone to do,” Kevin Sintumuang reports for The Wall Street Journal. “But while several smartwatches—also known as ‘connected watches’ and ‘wearables’ — have entered the market, none has so directly and deftly taken aim at both the male and female luxury and fashion consumer.”

“This all raises the question — what do the boys in Geneva and Paris think? Will Apple Watch dominance some day force them to abandon their craft and jump into the smartwatch business to stay afloat?” Sintumuang writes. “In many ways, their reaction amounts to little more than the brushing away of a mildly bothersome fly. ‘I don’t believe [the Apple Watch] will affect the Hublots and Breitlings and Pateks,’ said Jean-Claude Biver, who is president of LVMH’s watch division and CEO of its brand Tag Heuer. ‘You don’t buy a $20,000 watch to tell you what time it is. Time is everywhere. You buy it because it is a piece of art. And art is eternity.'”

“It’s no coincidence that last month at Baselworld, the luxury-watch world’s biggest convention, Tag Heuer announced a partnership with Silicon Valley stalwarts Google and Intel to collaborate on a smartwatch that will be unveiled later this year,” Sintumuang reports. “Mr. Biver said that Tag Heuer decided to make a connected timepiece to offer consumers a luxe option that will be significantly less expensive than the Apple Edition. ‘If I were to sell you a $10,000 or $20,000 smartwatch, my conscience would have a problem,’ he said. ‘Maybe it should have a label, like on cigarettes. Warning: This watch is not eternal.’ Tag’s as-yet-unnamed smartwatch will likely start at just under $1,000, said Mr. Biver, while models in ultralight magnesium or titanium could go up to $2,500.

Read more in the full article here.

MacDailyNews Take: Here’s what makers of Swiss or any other watches should do: Push the idea of wearing of two watches, one on each wrist or two on one wrist, into vogue. Because once people start using Apple Watch, they aren’t going to want to leave it at home. Ever. They won’t want to go to dinner parties without their Apple Watch. And that’s bad, bad news for watchmakers not named Apple. Watch and see.

[Thanks to MacDailyNews Readers “Brawndo Drinker” and “Judge Bork” for the heads up.]

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