Jean-Claude Biver, who heads the French group’s luxury-watch division, said the U.S. tech titan had made “some fundamental mistakes” designing the Apple Watch.
“This watch has no sex appeal. It’s too feminine and looks too much like the smartwatches already on the market,” Biver said in an interview with daily Die Welt.
Biver predicted the much-anticipated device, with its square face and curved edges, would soon be outdated.
“Luxury always has something timeless; it’s rare and conveys prestige,” he was quoted as saying, adding that the same could not be said for Apple Watch, which is expected to be bought by millions of customers and will most likely be beyond repair in a few years’ time.
Biver is not the first watch chief to be dismissive of Apple’s efforts. Swatch CEO Nick Hayek earlier told Swiss media that the world’s biggest watch group was “not nervous” about Apple’s foray into the market.
Apple Watch, which comes in several colors and which links to the iPhone, will start at $349 (270 euros) when it is released early next year. The wrist device is the first new product category to be launched by Apple since the death of cofounder Steve Jobs in 2011.
Copyright (2014) AFP. All rights reserved.
Tags: Apple Watch