According to the keynote presentation of Tim Cook on Monday, the Apple Watch will come in three version, covering three important price brackets (and thus market ranges):

- Apple Watch Sport (aluminium) starts at $349

- Apple Watch (stainless steel) just over $1,000

- Apple Watch Edition (18 ct. gold) begin at $10,000

While the latter being a special piece to be sold in a very limited quantities, the remaining volume models occupy a niche where over 90% of the Swiss watch production (in terms of volume) resp. 40 % of the value is sold.

And, as Mr Mock says, anything in this price bracket really is in danger. To put this in numbers: Apple is expected to sell 20 to 30 million watches in the first year. Switzerland's watch exports in 2014 were close to 30 million. In other words, already in the first year Apple will sell as many watches as entires Switzerland!

Mock further recalls the "quartz crisis" of the 1970s and 1980s, where the Swiss industry totally misjudged the impeding threat posed by cheap Japanese quartz watches, ultimately resulting in the loss of more than 60.000 jobs in the watch industry. 

"So far I see watchmakers in this country making the same mistakes as back then," Mock said. "We've seen a lot of arrogance in the Swiss watch industry in the past few years, calling the smartwatch a gadget and not taking it seriously."

Tough times ahead, but the Swiss have not yet lost the case if "the top managements of the companies will react accordingly", Mock adds.

Personally, I think he has a point. Not having had a personal experience with the Apple Watch I won't be further going into the utility of a smart wearable, its appeal to watch collectors or its long time value, However, I can safely say that the traditional watch industry, particularly in the lower to mid price range, got they wake-up call on Monday: If it is not for technology, than at least for case construction. Having seen what Apple can offer in terms of materials innovation, design and (supposedly) quality (the new aluminium and the high-tech gold), then I have to say: one gear (at least) up, please!

Cheers,

Magnus