Will Apple Watch replace Swiss Watches




Apple releases the clock and are confident that all this will tear the ancient Swiss chasovschinu on gears. In the edition of GQ decided to find out whether the output will “smart” hours to abandon traditional models.


Soon smartphone will come out of our pocket and will close around the wrist. Because he has no other way of evolution, as we do not have another, more suitable place for him to wear. He’s done the same way as a pocket watch on a chain, which turned into a wrist strap on.

Nobody doubted that if Apple will release the clock, so it will all watch the clock. They were able to make your phone more than a phone. Magical portal, Goblet of Fire from the “Harry Potter” has completely changed the way we communicate, lifestyle, vocabulary, spelling and syntax. If ever will be looking image of our time, nothing better could be found.

But his strength was found weakness. He slowly subjugates all products Apple. Now and watch out not to be proud independent gadget, and a dog on a leash. iPhone is growing in size, gain weight, it becomes unwieldy, it is reluctant to get out of his pocket. Instead of hours, we get something like a small phone where we can contact with its own iPhone – that is, through the Secretary. Separately, the clock does not exist, and attach them will be not less than the fifth model. Instead of hours we got a new device handsfree, which is (yes, of course, Apple has Apple) is a cut above other such devices, which have long been crawling on us as parasites, looking for a place to gain a foothold.


Chief designer Jony Ive Apple said that they intend to compete with Swiss watches. Perhaps, but the structure of the release of Swiss watches in the world is fantastic, paradoxical. If we talk about the number, they occupy less than 1% of world production. If we talk about the money – nearly 50%. Swiss watch – a synonym for expensive watches, for its value is not comparable with any American home computer equipment. This is largely ornament than tool. With all the magical qualities of the iPhone is not on a par with them the subject. Among his own kind, he is really the king, but too many kings on one of your street.

In a sense, this is not a threat but a hope. Watchmakers have long worried about the changes in the age groups of customers. Young people can easily do without hours – used to enjoy hours of your phone. But now they are asked to wear it not in your pocket, and on the hand and get used to watch on your wrist. In this situation, many Apple Watch may be the first hours. Then the second will be mechanical.

Swatch not even under attack. Its range starts from $ 50, and Apple Watch – from $ 349. Rookie will be in the price range up to $ 1000, in which – the jam is not the most interesting watches and not so great margin. But where in the thousands, tens or hundreds of thousands, Apple – not a competitor or Patek Philippe, or Vacheron Constantin, no other major “Swiss”. And in general, from the mechanical clock, we do not expect podlyanki. Snowden still dwell in us fear. Clearly, the tourbillon watch us will not, but epplovskie hours are quite capable. Or will take care of you at the bar: “My longer pouring!” It is better to keep the electronics, like a clock – on a chain.

See also:

Opinion: iWatch bury Swiss watch industry
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