Swatch Is Not Competing With Apple Watch

Posted: Aug 24 2015, 1:08am CDT | by , in News | Technology News


Swatch is Not Competing with Apple Watch
Photo Credit: Getty Images

After all the "war rhetoric", Swatch CEO outlines the Swatch smartwatch strategy and it does not include competing with the Apple Watch.

Swatch CEO Nick Hayek talked against the Apple Watch before it even had been released. This is not surprising as the media and analysts say that the Apple Watch is the end of the Swiss Watch industry.

Now 4 month after the launch of the Apple Watch the dust starts to settle. While Samsung is embracing the new standard Apple set with the Tizen based Gear S2, Swatch will not compete with the Apple Watch.

In a new interview with Swiss newspaper Tages Anzeiger, Nick Hayek lays out the Swatch Smartwatch strategy. 

Swatch will release single feature smartwatches and not a full featured smartwatch like Apple and Samsung.

Swatch already released the Volley Ball centric Swatch Touch Zero One. This watch is the blue print for the next Swatch smartwatches. Hayek says: "...there is enough room frro a Zero Five, Zero Nine."

Hayek already teased the "Swatch NFC" that will enable remote payment similar to Apple Pay. This new smart feature Swatch is expected to arrive still this summer.

The interviewer is pushing Hayek pretty hard about missing the trend full featured Smartwatches with their app platform.  At one point Hayek appears to almost leave the interview saying: "If you want to ignore the facts and absolutely need to write that Swatch missed the smartwatch trend the do it."

Hayek still does not believe in the full featured smartwatch and reiterates his arguments against them. His biggest issue is the power consumption and the need too recharge within 24 hours. He also brings in privacy concerns into play as smartwatches store user collected data in the cloud.

Swatch mastered to make high quality and low cost watches with wide variety of styles. The smart feature watch strategy fits perfectly. The company has a lot of electronics know how (EM Microelectronics) and even a car battery company is part of the Swatch group.

Smart Swatches will appeal to consumers that like the convenience of for instance remote pay without the "baggage" of an Apple Watch. 

The Swiss watch maker is set to release a lot of different smart Swatches and are a much bigger threat to fitness bands than to the Apple Watch.

The Swatch smartwatch strategy makes a lot of sense and fits to what Swatch stands for. It also leverages its own assets without the need for outside partners in contrast to the Tag Heuer. 

Tag decided to partner with Intel and Google for a full featured Tag Heuer smartwatch. Hayek says about Tag Heuer's Smartwatch strategy: "This is a mystery to me. I am disappointed that a company with such a long Swiss tradition is not investing in the local industry." 

Now we only need to find out why Swatch has trademarked Apple's famous "One More Thing" line.

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The Author

<a href="/latest_stories/all/all/2" rel="author">Luigi Lugmayr</a>
Luigi Lugmayr () is the founding chief Editor of I4U News and brings over 15 years experience in the technology field to the ever evolving and exciting world of gadgets. He started I4U News back in 2000 and evolved it into vibrant technology magazine.
Luigi can be contacted directly at




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