Smartwatches have become an everyday item. The Apple Watch is
a “wrist accessory” that has been adopted by millions of aficionados
from Sydney to New York and from Tokyo to Brasilia.
Smartwatches have become an everyday item. The Apple Watch is
a “wrist accessory” that has been adopted by millions of aficionados
from Sydney to New York and from Tokyo to Brasilia.
A
t the same time, Swiss watchmakers have been surfing the vintage wave in
a bid to appeal to younger generations. Sales are on the increase. It seems
that traditional Swiss mechanical watches have never been so prized as in
the era of Instagram... and the Apple Watch. Who would have thought it?
The bold are now betting on hybrids: 2018 has seen the
first connected mechanical watches emerge.
But those who fear the market may be saturated can breathe a sigh of relief. It has
become segmented. To each their own terrain. Seven billion humans is more than
enough to feed these markets. Both segments can prosper.
The ultra-connected world,
with its beeping wristbands, is seeing value in the eternal, ticking timepieces!
The ultra-connected world,
with its beeping wristbands, is seeing value in the eternal, ticking timepieces!
APPLE WATCH SERIES 3 (AND NOW 4)
While its fourth edition prepares to hit the market featuring new
functions for health as well as for seniors, the Apple smartwatch
has become a success. Almost five million units had
been shipped by the second quarter of 2018 (with a total of 17.7
million the previous year, according to IDC). The third edition
was a new departure in that it could function independently,
without the need for users to have their smartphone nearby for
it to operate. This change was highly anticipated. Nevertheless,
traditional Swiss watchmaking is in rude health. "When is a
watch not a watch?" It’s a major debate! Less than 1,000$
FREDERIQUE CONSTANT HYBRID MANUFACTURE
2018 marks the emergence of the first watches to combine
a traditional mechanism with a connected module (rather
than the full digital Apple Watch or the mechanical-smart
interchangeability of TAG Heuer Connected). These include
Frédérique Constant, who have followed up their quartz
Horological Smartwatches with a Hybrid model featuring an
automatic movement. On the outside, its looks are scarcely
distinguishable from the elegance of the other creations from
the Geneva manufacturer. Combined with a smartwatch, it is
notable for its activity tracking capabilities. It’s a new stage
in the relationship between traditional watchmaking and new
technologies. From 3,000 to 5,000$
TAG HEUER CONNECTED MODULAR
The brand has introduced the latest modular and customisable
version of its Connected model, with a smaller diameter
of 41mm. The head of the watch is interchangeable, from a 3
hand Calibre 5 mechanical to a connected module, aimed at
combining the durability of a mechanical watch with the obsolescence
of connectivity. In doing so, TAG Heuer has positioned
itself boldly among new generations, the watch having as
much value for marketing visibility as for the actual sales that it
generates. The brand has also launched a Full Diamond model
at a price of $180,000... From 1,000 to 3,000$
HUBLOT BIG BANG REFEREE
A major sponsor of international football, the Nyon brand used
the football World Cup in Russia to publicise their first smartwatch,
taking heed from prior experience within the group.
Alongside offerings from TAG Heuer, Hublot and Louis Vuitton,
LVMH has confirmed its position as a pioneer in the exploration
of digital wristwatch solutions among the traditional watchmaking
industry. The 49mm Big Bang Referee also signals a
move upmarket for smartwatches. With their extravagance,
sporty identity and relative youth, Hublot are almost certainly
risking less than some of their competitors in trying their hand.
The question remains: is it a purely stylistic ambition or something
greater? From 5,000 to 10,000$
LOUIS VUITTON TAMBOUR HORIZON
The travel company offers one of the most elegant connected
watches on the market, moving away radically from an excessively
“electronic” aesthetic. Integrated into the Tambour
collection with its clearly identifiable case, the Horizon range
offers very specific functions such as flight data (“My Flight”),
travel guides (“City Guide”), and a new game function "City
Game", as well as geolocation to identify the best addresses
during your stay abroad. It is also possible to customise
the dial using the brand identities: Monogram, Chessboard,
Colour bands... It’s a highly targeted and well thought-out use
of connectivity. From 1,000 to 3,000$
All mentioned prices are indicative and correspond to price segment.
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