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This article was published March 11, 2015 at 13:56.
The last change is the March 11, 2015 at 14:43.
Take the time. Tim Cook reveals from San Francisco the details of the Apple Watch and the watch industry, the traditional one, comes to terms with the impact of the last creature of the giant Californian. Most skeptics had already replied to September – when he lifted the curtain on the first smartwatch Cupertino – the clock from Apple would not turn much, at least at the high end. Swiss watchmakers have seen exports tripled in less than 20 years from 7 billion Swiss francs in 1995 to almost 22 billion recorded in 2013.
A boom that will not be intimidated by the evolution of the parallel hands digital soul of a different market – more or less – complementary. But the rest of the industry? Trademarks midrange, more widespread and more accessible, are already comparing with the “mainstreamfication” the smartwatch and the paradigm shift that could give production. Apple has re-established the geometries of all segments touched in its expansion, from music to “phone” – even if the label is reductive. And you might wonder what will happen with the Watch, the “more personal” of the objects produced by Apple and, especially, the first entirely new product from the time of the Ipad.
Multiplier effect on the market smartwatch. And the old brand chasing
In fact, it is mainly the less expensive quartz watches to fear that the Watch causes a “disturbance of the medium term,” the business. The enthusiasm of Wall Street already offer some numbers to reason: some analysts have gone to forecasts 20 million of sales in the first 12 months, exploits that would trigger a “multiplier” effect on the market. And not only on the even marginal smartwatch, equivalent to just under 7 million in sales in 2014. American Giants watchmaking as Fossil have shown that the new arrival of Cupertino will equal the intersection of “new opportunities” and “new challenges ‘, ie the inflow (positive) of new categories of customers and risky impact sales seated eventual boom clock Apple.
Mario Peserico, president of Assorologi, reaffirms that the impact on the market will be marked by different times depending on the category: “The effect on horology Quartz will be quicker than horological mechanics – explains the Sole 24 Ore Peserico – Until now, it was clear that the world of smartwatch has not had great success. The big brands are waiting to see if that will be introduced will get success and worth it to continue. ” Marginal in sales, the business of smart watches still reached a value of $ 1.2 billion in 2014 and could widen the long term projections of $ 10 billion. “While Swiss watches have taken years to achieve a turnover of about 22 billion francs – says Peserico – If for smartwatch is already talk of these figures, we have an idea of the prospects that are being created.”
In the future (maybe) even mechanical watches
One of the unknowns about the new watch will be the result of his version Apple Watch Edition, the golden model that nods to luxury. Enough to suggest a contamination with mechanical clocks, niche of excellence that makes the fortune of Swiss brands? For now, established brands and technologically advanced can rest easy: exports of Swiss watches made their debut in 2015 with a value of 1.6 billion francs, up 3.7% from a year ago and queued to two months favorable. Customers continue to choose the mechanical clock for reasons that have little to do with the capabilities of “wearable device”: the aesthetic object, processing, in a sense, the “flight from the digital” guaranteed by hands that ring with centuries of history behind it. But, explains Peserico, “it is possible that this dynamic changes: in perspective the smartwatch could be a competitor for the mechanical clock. If the principle is to stay connected to a technological device, the clock that will accompany us could be “smart”. You have to understand at what price, though, “explains Peserico. Predictions are all in the balance. But nothing precludes a wedding, for now impossible: “Maybe we equip tools compendino aspects of smart watches with mechanical ones. Some accessories allow the connection of mechanical watches is a good compromise, and could be harbinger of the future. ”
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