Switzerland

Despite the smartwatch’s moderate success in the marketplace up until now, it is undeniable that the watch industry is changing. Smartwatch manufactures are trying to figure out if they are selling gadgets or jewelry and traditional watch makers are trying to decide if they are in the business of tradition or technology. Depending on the success of the launch of the premium-priced Apple Watch next month, that will likely dictate the direction other companies follow. If smartwatches do prove viable, Switzerland, a country synonymous with traditional, mechanical watch making, has a particularly turbulent road in front of them.

TAG Heuer is a great example of what is likely occurring behind the scenes at most Swiss watch producers. The company has had a rough past year between conflicting corporate communications, major personnel shifts, and executives who were bit too vocal. All of these combine to create a public display of how TAG Heuer is fighting to develop a strategy which embraces the future while continuing to appeal to their target audience.