TAG Heuer admits that the Apple Watch is a massive threat

Many market leaders in the watch industry have tried to dismiss the rise of smart watches, the Apple Watch in particular, but not TAG Heuer. The company’s CEO has not only acknowledged that smart watches are a threat to traditional time pieces, but that he himself will probably be wearing an Apple Watch.

Just months after Jean-Claude Biver voiced harsh criticism over Apple Watch, the TAG Heuer interim CEO and head of timepieces at luxury monolith LVMH is furiously backpedalling, saying on Tuesday that the wearable is ‘an incredible achievement’ and that he plans to wear one. In an interview with Bloomberg, Biver revealed TAG Heuer’s upcoming smartwatch will not be “Swiss Made,” a designation that invokes thoughts of precise, fine craftsmanship. Luxury watchmakers often use the label as a marketing tool and the term can be found emblazoned on the cases of many pricey timepieces.