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Could Apple's rumoured iWatch be Swiss-made? Image courtesy: Martin Hajek
Could Apple's rumoured iWatch be Swiss-made? Image courtesy: Martin Hajek

Apple iWatch rumoured to be Swiss-made

If media and industry speculation is accurate, Apple has been investigating the possibility of launching its rumoured iWatch as “Swiss-made” as a way to leverage Switzerland’s renowned watchmaking expertise.
In an interview with Switzerland-based publication PME Magazine, LVMH watch division head and Hublot chairman, Jean-Claude Biver, said that Apple approached him and other Swiss companies about developing a “Swiss-made” iWatch. 

Biver also claimed that the computer technology giant unsuccessfully attempted to recruit staff from a number of large Swiss watchmaking groups, including watch brand Hublot. 

Jean-Claude Biver, LVMH watch division head and Hublot chairman
Jean-Claude Biver, LVMH watch division head and Hublot chairman
Apple’s interest in Switzerland is reportedly for marketing purposes, with Biver saying that the company had already placed orders with subcontractors in order to add Swiss watchmaking “prestige” to its smartwatch project. 

Multiple media sources however, were sceptical of Apple obtaining the “Swiss-made” label for the iWatch, pointing out that the company had already spent considerable effort promoting its “Made in California” label, and deviating from this could create confusion in its commercial message. 

Another reason why it is unlikely to eventuate is reportedly due to the heavy government regulation that surrounds the term “Swiss-made”.

Just rumours?
It should be noted that a number of media reports highlighted that Biver may not be a reliable source on this matter given his reputation for “creating buzz” and the fact that he owns shares in Apple. 

As such, rumours of where the iWatch might be manufactured could be just as unfounded as the existence of Apple’s smartwatch project.

Jeweller first speculated on Apple’s possible entry into the smartwatch category in 2011, and three years later, the company has yet to make any official announcements on the project.

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