Apple hired the sales director of Swiss watch maker TAG Heuer to launch its new so-called iWatch, reports say.
The iWatch launch will include using the "Swiss made" label to help market the wearable computer, according to CNBC. The head of TAG Heuer's parent company LVMH, Jean-Claude Biver also said that the sales director, Patrick Pruniaux, left only last week to join Apple. Apple declined to comment on the news.
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The poaching makes sense as Apple seems to be gearing up for the iWatch later this year. According to CNBC, it has been trying to poach Swiss watch execs for a while "without much success," in order to call the iWatch "Swiss made."
Apparently Pruniaux fell victim to the promise of living in San Francisco and working for a tech company. Other Swiss watch makers had no desire to work for a company that designs in Cupertino and builds its devices in China -- which would be considered a "dilution" of the brand.
Biver also didn't seem unhappy. "If it had been a direct competitor, I would have felt a bit betrayed, but if he goes to Apple I think it is a great experience for him," he said.
While the iWatch may not be a competitor for luxury brand Swiss watches, watch makers could be missing out on an opportunity to sell watches to younger consumers just joining the market.