Swiss watchmakers rather famously laughed at the notion that the industry is in trouble because of the rise of the smartwatch.
In fact, now Swiss watchmakers have joined the smartwatch revolution, with a number releasing smartwatches of their own. But could they be enough to take on the likes of Apple and Google?
There are a number of drawbacks to the modern smartwatch. The first is quite important - fashion. While makers of smartwatches are finally stepping up and offering devices that actually look like watches, they are a little late to the game. For a long time, smartwatch makers were making devices that looked like a small smartphone strapped to the user's wrist, or simply another gadget.
When it comes to wearables, users generally don't want something that looks like yet another gadget. They want something to represent their fashion sense. Swiss watches might be expensive, but they certainly look the part. They often convey a sense of class and style.
Unfortunately, while some might like the design of the Apple Watch, Apple has created something that looks like another gadget. Of course it will sell millions because it's a marketing powerhouse, but that doesn't necessarily mean users who know all the smartwatch options will choose an Apple Watch over something with a bit more class.
Another drawback of the smartwatch is its battery life. The Pebble has managed to create a watch that lasts seven days, however that's still nothing compared to an analog watch that lasts years on a single battery. This is another thing Swiss watchmakers are unlikely to give up.
In fact, the new smartwatches from the likes of Frederique Constant and Alpine last up to two years on a battery, far more than the single day that many smartwatches last today.
These new smartwatches look like normal watches, but have the ability to track movement, calories burned and steps, which can all be viewed on a companion smartphone app.
Will Swiss watchmakers be able to outsell the likes of Apple? Of course not. But they will satisfy a niche - that is consumers who want a little more from their watch but still want to convey a sense of class with a precision built and classic looking timepiece. One could hardly call a smartwatch a "classic timepiece." At least right now.
