Swatch boss to Apple: One more thing, your smartwatch is just an ‘interesting toy’

Watchmaker Swatch has taken a swipe at Apple’s smartwatch – days after it trademarked Apple founder Steve Jobs’ “one more thing” catchphrase. In what appears to be the latest attempt to rile the technology giant, Swatch chief executive Nick Hayek dismissed the newly released gizmo as an “interesting toy”. He added it was a strategic decision by the Swiss watchmaker to avoid creating its own smartwatch, highlighting the fact that Apple’s gadget needed to be charged once a day as one of the reasons why. He said: “The Apple Watch is an interesting toy, but not a revolution. We, however, sell a fun product that is fun and not to do everything and to revolutionize. It is first and foremost a clock.” Mr Hayek made the comments to a Swiss newspaper just days after the company unexpectedly trademarked the term “one more thing” for marketing purposes. As well as being the catchphrase of TV detective Columbo, the line was also regularly used by Apple founder Steve Jobs. He used the phrase at Apple launch events to unveil an unexpected new product - just as the audience thought they had seen everything.

The user immediately loses control of his data. I personally do not want my blood pressure and blood sugar levels stored in the cloud or on servers in the Silicon Valley.

Mr Hayek disses the Apple watch

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