share

Apple taps TAG Heuer exec for the iWatch

Technology behemoth hires sales director from luxury Swiss watch brand for its iWatch division

By Andrea Tim | Published: 8 Jul 2014

Apple's iWatch hire
Photo: Spencer Platt/Getty Images

Apple is working on its iWatch, and has just upped the stakes by taking a high (fashion) vantage point on the matter. The company hired Patrick Pruniaux, the sales director of TAG Heuer, to help with the launch of the much anticipated iWatch.

Jean-Claude Biver, president of LVMH's watch brands commented on the move, "If it had been a direct competitor, I would have felt a bit betrayed, but if he goes to Apple I think it is a great experience for him."

Of late there has been heavy speculation on the iWatch's design features, leading to its rumoured release later this year. Mock-ups of features include full iOS, biometrics, and a bizarre new way to wear the device. 

With the news about the nature of Apple's new team member addition, we can't help but wonder: how far is Apple moving towards the fashion market? Recent hires include former Yves Saint Laurent CEO Paul Deneve for its special projects team and ex-Burberry CEO Angela Ahrendts as its head of retail and online sales.

It's not hard to believe that Apple has the supply-demand power to attract watch consumers into a new hybrid industry, what with this being the 21st century. Will luxury Swiss watch labels have to watch out for a new high-tech and equally-stylish rival? Time will tell.

iWatch aside, if the leaks are anything to go by, the Apple iPhone 6 may most probably have a 4.7-inch screen.


Most Popular

Advertisement

MORE, MORE, MORE

ELLE Instagram
Top stories 17Feb17

Top stories 17Feb17

Yuna pens reasons why you should attend Lovelifest, Carey Ng married Roen Cian and NYFW was all about politics

Healthy food places

Healthy food places

It's the time of year for good intentions. Tick off your New Year's resolutions here

Yuna's Lovelifest

Yuna's Lovelifest

Here's what the Malaysian singer wants you to know about her recording label's first music festival

Advertisement
Top stories 10Feb17

Top stories 10Feb17

Neelofa and Fattah Amin confessed, Sarah Lian won an award, and Asia's Next Top Model's contestants include two Malaysian models

Emoëticons tea set

Emoëticons tea set

Mandarin Oriental KL and Moët & Chandon collaborate on a range of emoji pastries for high tea called Emoëticons

ELLE Instagram