Swatch Prepares to Go Head-to-Head With Apple Watch

Swatch CEO Nick Hayek today revealed that the company has plans to manufacture and ship its own line of smartwatch devices with a launch target within the next three months, easily setting itself up against Apple's recent confirmation of an April launch date for the Apple Watch (via Bloomberg).

Hayek previously displayed skepticism about smartwatches, in particular the idea of one from Apple, saying he didn't believe it would be "the next revolution." Hayek also previously dismissed the concept of a Swatch smartwatch initiative, arguing the company's highest-end devices should already be called smartwatches because "they make you look smart."

swatch-logo
Apple and Swatch were rumored at one point to be joining together for a smartwatch, but Swatch quickly denied those claims last summer. Now, building on the decades of experience Swatch has accumulated over the years, Hayek voices determination in the face of going practically head-to-head with Apple on the smart wearables front.

“Entrepreneurs are practical people, and they care more about being successful than being consistent,” said Luca Solca, an analyst at Exane BNP Paribas. “Hayek has always said they have relevant technology for a smartwatch -- sensors, display, battery -- and seems to be set to make the most [of] it. Better to have an option and a hand in this category than not to. Nobody can yet say how relevant smartwatches will be in the end.”

Some of the biggest claims Swatch makes about its upcoming smartwatch include the ability to connect to the Internet "without having to be charged," undoubtedly a direct shot at Apple's yet-to-be-confirmed battery life for the Apple Watch. The Swatch device will also include a form of mobile payments baked into the watch, but as of now will function only in a select few Switzerland-based grocery stores, with the company in talks to acquire more mobile payment retailer partners.

Under the looming launch of the Apple Watch, several other high-end watchmakers have shifted gears and decided to delve into the smartwatch market, including TAG Heuer and Montblanc's "e-Strap" accessory band that attaches to traditional watches in lieu of buying an entirely new device.

Related Roundup: Apple Watch Series 6
Tag: Swatch
Buyer's Guide: Apple Watch (Buy Now)

Top Rated Comments

Sigma4Life Avatar
78 months ago
All of these non-tech watch companies are going to be in for a huge shock when they try to make smart watches. It took Apple billions of dollars and several years to build the Apple Watch, yet Swatch is going to build one equally as good in 3 months? Riiiiiiiight. Apple Watch will embarrass smart watch competitors for the next 2 years before they finally start to catch up.
Score: 58 Votes (Like | Disagree)
Iconoclysm Avatar
78 months ago

Any watch will look better than the Apple Watch. It looks as ridiculous as the Google Glass.

And then, you get bigger iPhones because the regular ones are too tiny but now you want to put people to tab on such minimal screen? Not even with a stylus.

I like Swatch, I have two and they are ok with their judgement.


Wasn't this the point of the digital crown? Did you notice how the Apple Watch interface actually works or just look at a picture, scoff, and rant?
Score: 27 Votes (Like | Disagree)
Elvergun Avatar
78 months ago

Hayek also previously dismissed the concept of a Swatch smartwatch initiative, arguing the company's highest-end devices should already be called smartwatches because "they make you look smart."


LOL...some CEOs should learn to keep their mouth shut when they have nothing better to say.
Score: 22 Votes (Like | Disagree)
burgundyyears Avatar
78 months ago


And then, you get bigger iPhones because the regular ones are too tiny but now you want to put people to tab on such minimal screen? Not even with a stylus.


A stylus for using a watch? Really?
Score: 19 Votes (Like | Disagree)
Crzyrio Avatar
78 months ago


Some of the biggest claims Swatch makes about its upcoming smartwatch include the ability to connect to the Internet "without having to be charged," undoubtedly a direct shot at Apple's yet-to-be-confirmed (https://www.macrumors.com/2015/01/22/apple-watch-battery-life-19-hours/) battery life for the Apple Watch.

I think you very much misunderstood this and it is in no way a shot at Apple's battery life lol.

I believe what they are saying is, you can connect to a 3G network without paying. Similar to what the Amazon 3g e-readers do?
Score: 18 Votes (Like | Disagree)
Bernard SG Avatar
78 months ago
It's the ecosystem, stupid!
Score: 13 Votes (Like | Disagree)

Top Stories

16inchmacbookpromain

Kuo: New MacBook Pro Models to Feature Flat-Edged Design, MagSafe, No Touch Bar and More Ports

Thursday January 14, 2021 9:32 pm PST by
Apple is working on two new MacBook Pro models that will feature significant design changes, well-respected Apple analyst Ming-Chi Kuo said today in a note to investors that was obtained by MacRumors. According to Kuo, Apple is developing two models in 14 and 16-inch size options. The new MacBook Pro machines will feature a flat-edged design, which Kuo describes as "similar to the iPhone 12" ...
iphone x camera close

iOS 14.4 Will Introduce Warning on iPhones With Non-Genuine Cameras

Thursday January 14, 2021 8:07 am PST by
In the second beta of iOS 14.4 seeded to developers and public testers this week, MacRumors contributor Steve Moser has discovered code indicating that Apple will be introducing a new warning on iPhones that have had their camera repaired or replaced with aftermarket components rather than genuine Apple components. "Unable to verify this iPhone has a genuine Apple camera," the message will...
prototype iphone 12 pro

Prototype iPhone 12 Pro Shown Off in Photos

Wednesday January 13, 2021 3:39 pm PST by
Developer Giulio Zompetti, who often shows off prototype versions of Apple devices, today highlighted a prototype version of the iPhone 12 Pro. The iPhone 12 Pro is running an operating system called SwitchBoard, a nonUI version of the iOS 14 update that Apple uses internally. We've seen SwitchBoard on prototype devices before, as Apple uses it to test new features. Zompetti's prototype...
find my app safari post

Safari Allows Users to Enable Hidden 'Items' Tab in 'Find My' App Ahead of AirTags Launch

Wednesday January 13, 2021 5:45 am PST by
As seen in screenshots obtained by MacRumors in 2019, Apple's long-rumored AirTags items trackers are expected to be managed through the Find My app on iPhone, iPad, and Mac. Now, any user can get an early look at this tab. MacRumors reader David Chu today alerted us that the hidden "Items" tab in the Find My app can be enabled on an iPhone or iPad by typing in the link findmy://items in...
pioneer carplay wc5700nex

The Best Apple-Related Accessories at CES 2021

Wednesday January 13, 2021 1:16 pm PST by
CES 2021 is taking place digitally this year, and it hasn't been as exciting as in past years because many vendors have opted out. That said, some companies are still showing off some interesting Apple-related accessories that are coming out this year and that will be of interest to Mac, iPad, and iPhone users. Subscribe to the MacRumors YouTube channel for more videos. Pioneer Wireless...
Hue module dimmer switch

Philips Hue Announces New Wall Switch Module, Dimmer Switch, and Outdoor Light Bar

Thursday January 14, 2021 3:11 am PST by
Philips Hue has announced a new wireless dimmer switch module that lets Hue bridge owners directly control the smart lighting from their standard wall switches. The new Philips Hue wall switch module is the ideal addition to any Philips Hue set up. Installed behind existing light switches, it allows users to turn their existing switch into a smart switch and ensures their smart lighting is...
macbook pro 16 inch thunderbolt

Bloomberg: Next-Generation MacBook Pro to Offer Improved Displays, Faster Charging Over MagSafe

Thursday January 14, 2021 11:36 pm PST by
Following today's report from analyst Ming-Chi Kuo outlining major changes for the next-generation MacBook Pro models coming in the third quarter of this year, Bloomberg's Mark Gurman has weighed in with his own report corroborating some of the details but seemingly differing a bit on others. First, Gurman shares more details on the return of MagSafe charging to the MacBook Pro, indicating...
cook cbs this morning

CBS This Morning: Apple to Make 'Big Announcement' Tomorrow Morning

Tuesday January 12, 2021 8:46 am PST by
CBS This Morning today shared a short clip of an upcoming interview with Apple CEO Tim Cook in which addressing last week's events at the U.S. Capitol, with Cook saying "it's key that people be held accountable for it." Following the clip, Gayle King of CBS noted that the interview with Cook was not specifically arranged to address the current controversy over Parler and other repercussions, ...
iOS 14

Apple Seeds Second Betas of iOS 14.4 and iPadOS 14.4 to Developers [Update: Public Beta Available]

Wednesday January 13, 2021 10:03 am PST by
Apple today seeded the second betas of upcoming iOS 14.4 and iPadOS 14.4 updates to developers for testing purposes, with the new betas coming a month after Apple released the first betas. iOS 14.4 and iPadOS 14.4 can be downloaded through the Apple Developer Center or over the air after the proper profile has been installed on an iPhone or iPad. Paired with the HomePod 14.4 beta that is...
caldigit thunderbolt 4 dock featured

CalDigit Introduces USB-C Dock With 10 Ports and Up to 94W Charging for Macs [Updated]

Wednesday January 13, 2021 9:16 am PST by
CalDigit today unveiled a new Thunderbolt 4 dock with a wide selection of connectivity options, including three USB-A ports, one USB-C port, two HDMI 2.0 ports, a Gigabit Ethernet port, an SD card slot, and a 3.5mm headphone jack. The dock also has a Thunderbolt 4 port that allows it to be connected to a Mac with a single cable, with up to 94W of pass-through charging for the latest MacBook...