Whilst the news of the Apple Watch continues to ripple across the industry, traditional watch brands are now wading into the debate. We previously discussed how modern smart watches compared to traditional timepieces, but what happens when we begin to blur the lines?
Recently LVMH, owners of Tag Heuer, revealed to a Swiss newspaper their intent to create a smart watch for the general market. The company, which also owns smartphone brand Meridiist, has in the past made a one-off smart watch for the Oracle sailing team members.
The ties between Tag and Meridiist certainly means that they’ll have both the brains and the traditional watch making experience to pull off this feat, but with more luxury brands bringing themselves to the table, how would this affect the industry as a whole?
Opposites attract
When you think about it, the tech industry and luxury watch industry are complete opposites. Whilst tech addicts trade in their gadgets every year for the latest model, discarding the old and regarding them as obsolete, lovers of luxury watches are more likely to preserve their possessions and appreciate the vintage aspect of an aged timepiece.
So with this in mind, it’s hard to marry the two industries together. Who would this watch appeal to? The demanding tech crowd or the suave luxury watch collectors?
It all depends on how deep down the rabbit hole these brands want to go. We must remember that they aren’t tech giants, so it’s more likely that they will perhaps partner with a well known tech brand to meet the demands of the community, or focus on design whilst meeting only the basic standards of the smart watch league.
To some, it feels that you cannot please one crowd without offending the other. By adopting the smart watch technology, Tag would disregard the years of traditional Swiss craftsmanship - the precise, subtle ticking of hands and gentle turning of perpetual motion cogs; all the things that make a traditional watch what it is.
History repeating itself
Many are comparing the smart watch revolution to the ‘quartz crisis’ of the 80s. The introduction of cheaper watch movements produced from inexpensive materials in far away lands caused an almost fatal blow to the industry.
Although smart watches may not come cheap, the tech industry is notoriously competitive and prices won’t reach the heights of a carefully maintained vintage timepiece, so that they appeal to a wider market. Through the allure of price alone, it’s a worry that many die-hard watch enthusiasts will turn to the dark side.
On the other hand, we could be underestimating the loyalty these collectors have to the brands they adore. Not to mention the fact they prize their collections on rare, timeless pieces, so why would they want a mass produced smart watch that will only seem outdated in its design and use after a year or two?
Skating on thin ice
Traditional watchmakers that are embarking on an adventure into the tech world are treading on thin ice. This unknown territory presents many debates, pitfalls and potential disasters. Anyone wanting to blur the lines of traditional and modern has a big task on their hands and it’s surely going to be interesting to see if they can really pull this off.
To us, you simply cannot compare the feel of having a sophisticated, lovingly crafted Rolex watch on your wrist. It’s a conversation starter, a statement and a reflection of the wearer’s taste and individuality. Would you really want to swap this for a novelty hi-tech watch that every third person you pass in the street is wearing?
