Apple has reportedly hired a sales directorof luxury Swiss watch maker TAG Heuer in the hope to launch their smart watch under the famous “Swiss Made” slogan. Jean-Claude Biver, the head of LVMH’s watch brands, which owns TAG Heuer, Hublot and Zenith told CNBC that his “sales director took a contract from Apple to launch the iWatch”. CNCB reports that this is a major breakthrough for Apple, which has so far not managed to get hold of the employees in the famous Swiss companies that make watches to help the company with iWatch whose presentation is expected in October.
“Swiss made” label on iWatch will allow Apple to emphasize the perceived value of this smart clock.
“If you are a luxury producer and you cooperate with Apple, you have got a dilution. The 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,” claims Mario Ortelli, senior luxury goods analyst at Bernstein.
How owning the seller from Switzerland in the team will allow Apple to use “Swiss made” on a device that is designed in California and assembled in China, it remains to be seen.