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

ELLE Instagram


bottom reach....load more