Baselworld opens today. As the largest showcase for luxury watchmakers in the world, it’s the place where Switzerland will launch its Apple response into former neutral territories.
Admittedly, I didn’t know anything about luxury watches prior to the rumors of a $10,000 Apple Watch. Oh sure, I knew about Rolex like I knew about Rolls Royce. But the closest I ever came to wearing one was knowing Micah “Lux” Singleton. Now I know my Omega from my Patek Philippe, my Submariner from my Yacht-Master.
Early talk of Apple disrupting the Swiss watch industry is almost certainly overblown. Remember how Jony Ive was bragging about Switzerland being in trouble? If anything, I suspect that the increased attention will only serve to raise all...
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