TAG Heuer executive Jean-Claude Biver may have dismissed the Apple Watch just a few short months ago (as Apple was poaching members of the company’s leadership for the project), but it seems he has recently had a change of heart. In an interview with Bloomberg, Biver called the upcoming gadget “a fantastic product, an incredible achievement” and said he’ll likely wear one.

At the same time, however, Biver acknowledges that his company plans to partner with Silicon Valley to create its own entries to the smartwatch market. Because Switzerland doesn’t have the technological prowess needed to produce such a device, it will need to rely on external partners for some parts of its design.

Biver says that while the tech hardware and software will be created in the United States, the watch case, crown, dial, and other components will be sourced from the Swiss company. Because 50% of a watch’s internal timekeeping components must be made in Switzerland for the watch to be called “Swiss made,” TAG Heuer may end up having to drop the label from its smartwatches, Bloomberg says.

Apple will launch the Apple Watch in early 2015 in the United States, but an exact release date has not yet been revealed.

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3 Responses to “TAG Heuer exec changes tune on Apple Watch, says he’ll likely wear one, even while gearing up to challenge it”

  1. krakowian says:

    You know, sometimes I think the least forward-thinking and dumbest company execs are in technology (Blackberry, Microsoft, Palm, etc.). This guy is no fool. He clearly can see what’s coming and wants to be prepared. I shall look forward to seeing what TAG Heuer comes up with. :-)

    Liked by 3 people

  2. red-dolphin says:

    Ok @krakowian. But I would rather say Tag Heuer has to hurry up not to miss the boat …


  3. if you can’t beat ’em…join ’em.

    smart man