swatch logo

Just as I’d suspected, Apple isn’t really partnering with Swiss watchsmiths on developing and producing multiple iWatch devices.

That’s according to Swiss watchmaker Swatch which today issued an outright denial of the rumor in the form of a statement issued to Reuters.

In it, a spokesperson categorically states that the Swatch Group is not working with Apple on iWatch devices although the company has supplied components like integrated circuits to certain mobile phone makers…

Reuters quotes a spokeswoman for Swatch Group who confirmed on Thursday that the rumor of collaboration with Apple was unfounded.

Swiss watchmaker Swatch Group has denied a media report saying it was working with technology company Apple on a smartwatch, a wearable device with interactive functions.

Swatch CEO Nick Hayek Jr. last year likened devices such as an Apple smartwatch to an “interactive terminal on your wrist.” He said such gizmos make little sense to consumers due to their tiny screens.

I can’t say I’m surprised by the Swatch Group’s firm denial.

For starters, the rumor VentureBeat posted yesterday is so out of touch with the realities of Apple’s modus operandi. Citing unnamed sources, the report states Apple and its partners will offer a family of smartwatches to suit all tastes as Apple is purportedly looking to push its platform and the Health Kit ecosystems to “millions of wrists.”

I stopped reading right there.

iwatch rolex 2

Disregarding for a moment the fact that Venture Beat is not the most reliable of source when it comes to the Apple rumor business, the story was too good to be true.

More importantly, it alleged that Apple was ready to abandon its tight vertical integration for a licensing model reminiscent of its failed Mac experiment in the 1980s which nearly cost the company its very existence as it licensed the Mac to clone makers.

Did anyone in their right mind really believe Apple would renounce its simplicity, elegance and clean design for something like this?

Swatch (image 001)

Tim Cook’s “Only Apple Can Do This” mantra is as strong as ever.

With that in mind, you’d be hard-pressed to argue Apple would abandon its business philosophy to let outsiders build Apple-branded hardware over which Apple wouldn’t be able to exercise tight control without risking brand dilution.


  • Markus Hudobnik

    Figures, haha

  • Yujin

    Umm another industry in denial before the end comes to them.

  • eXoguti093

    Well why would they say “Yeah we’re totally working on a secret iWatch project with Apple”

    • Umut Bilgiç

      You would not say if you were, but I guess it is okay saying “We are not working on a smartwatch with Apple”.

  • Chindavon

    Reminds of the first iPhone when Intel said, “uh no thanks Apple.”

    • John Wickham

      I never knew Apple approached Intel for the iPhone!

      • Chindavon

        Epic Fail:

        Paul Otellini passed up one of the biggest opportunities in Intel’s history — supplying chips for the first iPhone, the chipmaker’s former CEO said.

        Otellini “decided against doing what it took” to make the chips for Apple’s smartphone, The Atlantic reported, based on an interview with the newly retired executive. Here’s what he told the publication:

        We ended up not winning it or passing on it, depending on how you want to view it. And the world would have been a lot different if we’d done it. The thing you have to remember is that this was before the iPhone was introduced and no one knew what the iPhone would do…At the end of the day, there was a chip that they were interested in that they wanted to pay a certain price for and not a nickel more and that price was below our forecasted cost. I couldn’t see it. It wasn’t one of these things you can make up on volume. And in hindsight, the forecasted cost was wrong and the volume was 100x what anyone thought.

        He added that “my gut told me to say yes.”

    • R4

      Lol it was the opposite. Intel really wanted their Atom chip on the iPhone but apple didn’t use it because it wasn’t very good.

      • Chindavon

        And so they said, screw it, we’ll pass.

  • sadaN

    Ive bee thinking of buying a Pebble for a while, the only thing holding me back is the thought of having an iWatch released right after buying it.

    It’s taking forever though!

    • WolfgangHoltz

      Will probably be released together with iTV. And have integration to the accompanying iOS 200.

  • Thiago Vaccaro

    Thank god, smartwatches are the most ridiculous and useless gadgets available

    • R4

      What about Google Glass? It’s pretty creepy too.

  • bethcwhitehorn

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  • ItzEddie

    Moto360 is the watch to beat, I think it looks great, Apple tend to make ugly things look great but it will be interesting to see what they come up with to beat the Moto360.