CNBC reports that Apple has hired the sales director of luxury Swiss watch maker TAG Heuer for an iWatch marketing role. The hire was reportedly confirmed by the head of the parent company’s watch brands, Jean-Claude Biver.

Biver said the watchmaker’s sales director left as recently as last week, “to take a contract with Apple” in order to launch the iWatch. LVMH owns Swiss watchmakers TAG Heuer, Hublot and Zenith …

Analysts say that Apple has tried to hire a number of execs from luxury Swiss watchmakers, without much previous success.

Senior luxury goods analyst at Bernstein, Mario Ortelli says that while the iWatch poses a competitive threat to lower-end watch brands, it is likely to be an opportunity for high-end Swiss brands, introducing a new generation of people – most of whom do not currently wear watches – to the watch market.

Biver’s idea that the iWatch might be made in Switzerland, however, seems rather naive …

Image credit: Eric Huismann concept via apfelpage.de