Baselworld: Brands Get Set for Smartwatch Revolution

BASEL, Switzerland — Entering the main hall of the Baselworld watch and jewelry fair in Switzerland, visitors were greeted by a large sign proclaiming: “Tag Heuer. Google. Intel.” In other words: The smartwatch revolution is here. Tag Heuer made headlines by unveiling its collaboration with the two Silicon Valley giants on the opening day of Baselworld, as reported. Other brands stepping into the tech fray ranged from Gucci, which is working with Black Eyed Peas frontman Will.i.am on a smartband, to Bulgari, which unveiled a mechanical watch that functions as a key to a virtual vault for sensitive data. Though it has been around for years, the smartwatch is only just gaining traction at the consumer level, thanks to the marketing clout of Apple, which begins shipping its connected watches priced from $349 later this month. Initially dismissive, Swiss watchmakers are now paying attention, especially as the high-profile Apple launch coincides with a slowdown in sales of traditional timepieces, hit by a laundry list of economic woes ranging from political crises in Russia and Hong Kong to sharp currency swings. Sylvie Ritter, managing director of Baselworld, said a host of brands presented connected watches at the fair this year. The event drew some 150,000 attendees,

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