Watchmaking is a world in perpetual motion, the latest innovation of which is the SmartWatch aka smartwatch. Emerging a few years ago, driven by electronics giants like Samsung, Sony, and Apple, it has captivated the general public thanks to a clever blend of design, technology, and modernity. This initially worried watchmaking professionals. Today, it seems that smartwatches are being shunned by consumers who find them too bulky, with disappointing battery life and technology. But no matter! The luxury market has decided to revitalize its struggling industry by embracing the smartwatch sector, with growing success.
The smart watch: a computer on the wrist
La SmartWatch is a small concentrate of technology. Of course, it has the intrinsic qualities of a classic watch since it tells the time and allows you to time yourself. But, thanks to a miniature processor, a whole range of features are available to you! Once connected to your phone, your watch allows you to access your favorite applications and social networks, answer incoming calls, write messages and emails and pay with a single movement or using voice recognition. Many models are also popular with athletes thanks to an activity, health and sleep tracker. As you will have understood, the connected watch with its touch screen is halfway between the classic watch and the smartphone.
A boon for electronics giants
The smartwatch has allowed big names in electronics and telephony to penetrate the watch market. This is how the Apple Watch has become the "No. 1 watch in the world" according to Tim Cook, dethroning Rolex in the process. However, this information should be taken with a pinch of salt since the Apple CEO did not reveal any figures. The Samsung Gear watch is also being emulated. Its design is certainly more sober, but its 4-day battery life and compatibility with IOS and Android appeal to a discerning audience. However, the public interested in this technology remains limited: LG and Motorola have had to abandon production of their own SmartWatch, due to lack of sales.
The luxury smartwatch
The first sector to be threatened by the smart watch remains the world of watchmaking. In 2015, the number of smart watch sales ended up exceeding the number of mechanical watch sales. The reaction of the big brands was clear: create SmartWatch that combine the power of a nanocomputer with the beauty of a mechanical watch. Vuitton, Montblanc, Breitling, all have been seduced. This is how Bulgari decided to take back its flagship model Bulgari Diagono Magnesium which is, as explained chrono24, a "jewel of innovation" thanks to its magnesium case, lighter and stronger than titanium, and to adapt it to 2.0 technology. This transition has also been largely successful for TAG Heuer with its Connected Modular 45, launched in 2015. Featuring the same features as a SmartWatch general public, its refined design, the choice of materials and the possibility of customization make all the difference.
Building on its success, the Swiss brand has just presented at the Geneva International Fine Watchmaking Show a new smart watch covered in diamonds, to be had for the modest sum of 160 euros.
