Why would a luxury watch brand make/sell connected or smart watches? What is the business reason for it? To me it just kills the brand value. For instance I was a big fan of Montblanc but after I see their smart watch line up I instantly devalued the brand in general. Same for Tag (tag is questionable anyways), or Breitling. What is your opinion on this topic?

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Because the first one to figure it out will make a killing.

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Smart watch is like a subscription business with shorter renewal interval compared to mechanical watch is like buying a permanent license with maintenance as needed. I can see why it might make sense in a world like today. Smart-Watch-as-a-Service coming up!

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That's a good point. I actually checked Samsung watch 3 and got to know that they will have software updates to push EKG and some more advanced features later this year. So subscriptions totally makes sense. However I still think that none of the watch companies can compete with Apple or Samsung

I think there are some similarities to when quartz became popular and some of the major brands jumped on that bandwagon to explore the potential opportunity (only to refocus on mechanical watches again). it makes some sense for brands that operates on the lower end of luxury, I don’t think it devalues the brands at all, agree with A2.

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Citizen has the Eco-drive line. Seiko has both the Kinetic and Spring Drive movements. Both offer radio synced atomic clock models.

Market share, and some people just plain don’t want an Apple Watch.

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Good to know. How exactly did you get the job of deciding what makes a “real” watch brand, anyway? Did you have to apply to the real watch brand arbitration board?

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My favourite is when someone has an Apple Watch set to a face that looks like a 3 subdial chrono. Seriously, just get the real thing.

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I’m a watch guy. But I like the benefits of the Apple Watch. Hey get off your ass fat guy! Hey, drink some water. Hey, do some breathing exercises. Those reminders have been really helpful in this WFH era. Maybe one we go back to the office, I’ll finally take a watch of the winders.

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I'm not saying smart watches are useless or not worth. Im on the market for one myself. My point is let Apple or Samsung make them not the watch brands. I dont belive watch companies have enough r&d to make a great smart watch. Because than you are paying for software rather than craftsmanship, most people would pay for in-house movement or some complications when purchasing a luxury watch. That I still don't believe anyone would pay 50k for a smart AP one day or the Bay area becoming new Switzerland 😀

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I need to be one to understand them.. maybe when I make it to partner lol

Your opinion is a bit biased to begin with (e.g. "Tag is questionable". Where did you get that from?)

Why would a smartwatch devalue a brand? The cheapest Tag Heuer smartwatch is $1,800, it's not like they're trying to compete with the Apple Watch by any stretch of the imagination. They're catering to a customer who wants an upmarket watch, with the build quality of a luxury watch, and the convenience of a regular smartwatch. These are not cheap products, they offer comparable build quality, and the difference is that they will be obsolete in a few years, but what's the problem with that?

Somehow we've been hardwired to think that Rolex is the only possible example of how to handle brand value (i.e. offer the same 3 main models forever, no changes in design, restricted supply, insane markup).

They sell Rolex in mall jewelry stores, does that make Rolex a mall brand?

They sell Breitling and Panerai and IWC at Torneau in the mall, does that make those mall brands?

Watch snobs are insufferable. There is no functional difference between a TAG Carrera chronograph with a TAG caliber 16 (also known as an ETA 7750) and a Breitling Navitimer with the B-17 (also an ETA 7750) or an IWC 3717 with the 79320 (you guessed it, really an ETA 7750).

If I wanted a smart watch and the right manufacturer came out with a luxury version that spoke to me, I’d buy one. I don’t and no one has yet, but who knows, maybe someday someone will get it right.

But it’s worth noting that one likely feature of the luxury smart watch that cracks the code will be NOT going obsolete in 3 years. The Oysterquartz isn’t obsolete, after all. Quartz watch technology has moved on but the fundamental technologies still work. Apple is a consumer device company, they make stuff that goes obsolete every 3 years, that’s their strategy. If a luxury watch company ever manages to make a compelling smart watch, it will be compelling precisely because it’s a device that can last a long time and still maintain its functionality.

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I don’t disagree, if I want a smart watch, I would get an Apple Watch, but there are people out there who wants to be different, that’s the market these brands are going after. Your comment is about a brand would devalue itself if it wants to jump into a newer market, that I don’t agree with. Btw, my first watch is a Tag, that watch is well-made, still runs like new after close to 25-yrs. it’s one watch I would never sell from my collection.

It’s bc Apple Watch is now outselling the Swiss watchmakers. So why not try to get some of that market share.

A run of the mill Apple Watch sells for $500. Don't think there are many Swiss brands at that price, maybe Tissot?

I have a Apple Watch and multiple high end Swiss watches. Both have a place in my collection and wear schedule.

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