With the release of the newest member of the Apple family, speculation has been at a high of how this new technology will affect the world of traditional watchmaking. Many people in the industry have been sceptical of its arrival, whilst others have applauded Apple for what they have managed to achieve.
With hundreds of years invested into the development of exquisite craftsmanship, it seems unlikely that the Apple watch will be able to rival some of the great names in the industry, such as Raymond Weil and Breitling.
Although this could potentially revolutionise the industry, including how watches are made and presented, there is also the chance that in the future, the novelty may wear off, leaving the big names unscathed.
Now that the Apple watch has moved into the market, it is has created an extra division. There are now three markets of watches: the inexpensive watch brands such as Accurist and Rotary, luxury brands including TAG Heuer and Raymond Weil, and now the smartwatch.
Industry experts believe that the Apple Watch has the potential to jeopardise the sales of lower-end timepieces, yet those which are higher in price shouldn’t see a knock on effect. Whether this will be permanent remains unknown, as there are several theories that could possibly lead to a demise in sales, leaving customers unwilling to change from a traditional watch. Especially considering that those with an android phone are unable to use one.
It has been universally acknowledged amongst critics that the smartwatch will not rival luxury watches, as they are creating a product that means much more than simply telling the time. Regardless of the price point, watches are seen not only as a piece of jewellery, but also a symbol of status and a fashion trend. These timepieces signify “art through craftsmanship”, and are often passed down for generations as a piece of jewellery that has a new level of credence, that cannot be imitated by a smart watch.
Whilst critics may argue that the Apple Watch had become a benchmark in modern design and technology, traditional watches represent decades of heritage and craftsmanship that technological advancements will never have the ability to replace.