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Swatch Co-Inventor: Apple Will Succeed and an Ice Age Is Coming for Swiss Watches

Bloomberg business news

Does Apple Watch Signal Ice Age for Swiss Watches?

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Apple Inc. may soon sell as many timepieces as all of Switzerland, threatening the country’s four-century-old industry, the co-inventor of the Swatch predicted.

The Apple Watch may reach sales of 20 million to 30 million units annually in the first few years, Elmar Mock said by phone on Tuesday. Switzerland exported 28.6 million watches in 2014. The Apple Watch will be available next month starting at $349 for a Sport model, $549 for a midrange version, and $10,000 for the high-end Apple Watch Edition.