Swatch versus Apple Watch. The battle lines are drawn. On one side, the plastic fantastic watch that saved the Swiss watch industry from the clutches of the quartz crisis. On the other, the watch that made analogue watches obsolete. The conflict between the two types of watches reveals the future of wrist-borne horology. Let the battle begin . . .
In Watch Website – Why They’re So Boring, we revealed the not-entirely-hidden truth: watch websites are closerthanthis with watchmakers. So every watch they “review” is awesome. They either ignore Coronageddon or treat it like a sick Aunt’s unspeakable illness (that will surely get better on its own). The smartwatch is a “stepping stone” to “real” watches.” Etc. It was not always thus, but it’s getting worse, not better. As Deep Throat advised (link safe for work), follow the money . . .
The buzz surrounding Apple’s watchOS7 software is insane, what with its sleep tracking, new watch faces, automatic handwashing timer and more. It’s no wonder the traditional watch industry doesn’t see smartwatches as competition. They can’t compete. The traditional watch is it’s own thing, they say. A different thing. Yes, well, it’s an analogue time thing. And that’s a problem…
