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Montblanc

That depends...

 

Simply surrendering segments of the market is unlikely to turn out favourably for the Swiss watch industry in the medium term.

Smartwatches may be a fad, in which case it is a relatively cheap insurance policy to test the waters and not get completely left behind.

If it turns out to be significant then it would be truly risky not to participate at all.

Could the Swiss do it alone? Possibly but I find it unlikely. The size of the whole Swiss watch industry is a fraction of an Apple, Samsung, Google... Likewise for possible R&D budgets. And it is an area where they do not have a historical advantage in terms of know how.

And as much as we like to think of watches as works of art or at least artisanship, the management of a watch manufacturer has to run a business, too.

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