Wait, I thought they first outsold Swiss watch makers years ago?
Apple Watch bested Swiss smart watches almost immediately after they were first introduced. Overtaking sales for the total sales of all Swiss watches is an even more significant milestone.
And I wasn’t aware that Swiss watchmakers are trying to make smart watches.
They’ve been making smartwatches for decades, mostly in response to early smart watches from Japanese companies like Seiko, as well as what was then personal consumer electronics powerhouse, Casio. At the time, Apple did develop a very interesting fitness tracking and entertainment product, the Nike+ iPod. Surprisingly, it’s still alive and kicking:
But the Swiss efforts were few, far between and barely even half baked. In hindsight, they virtually ignored what was evolving into a global trend, perhaps because of headlines like these in the fashion/entertainment press around 2-3 years ago:
Let’s Face It, Smartwatches Are Dead:
“A trifecta of bad news for smartwatches means that it’s time for the consumer electronics industry to face reality: There’s simply no sizeable market for watches with apps on them, and users don’t want to have yet another screen nagging them about unread emails.”
Until the last 2-3 years, just about nobody in any of the big watchmaking companies took smartwatches or the viability of consumer electronics companies in the business seriously at all.
Years ago when my daughter wanted and acquired one, Swatch made simple little watches that served more as fashion accessories, and the other Swiss watchmakers I’ve heard of so far as I know make overpriced mechanical marvels (that I have zero interest in owning).
Swiss watchmakers banded together to develop the fashionable, reasonably prices Swatch brand, which was wildly successful. And in what was then a shocking reversal in marketing/advertising trends for Swiss watches, they promoted buying multiple versions of the low priced watches in different colors. After just a few years, they sold the brand to a Japanese watchmaker.
I don’t know of anyone that can compete with Apple in smart watches. From what I’ve read Android Wear is a poor substitute.
Many brands have been trying, but so far nothing resembling a big success.