The overwhelming majority of Swiss luxury watchmakers continue to dismiss the Apple Watch it as a fad with no impact on their industry, all while projected shipment numbers show otherwise. Morgan Stanley reports say the Apple Watch will have triple the impact of the first iPad launched in 2010.

WJ-04And revenue from 2015 shipments of the Apple Watch could realistically exceed 2013 revenues of all luxury watchmakers.

WJ-01 (1)However, Montblanc and Swarovski have demonstrated a bit of planning ahead for this new competitor, wearables. Montblanc released this week a functional e-strap compatible with Montblanc’s contemporary Time Walker timepieces and Bluetooth connection to iOS and Android smartphones. It can be used as an activity tracker and for smart notifications

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Swarovski revealed with Misfit a solution to the battery drainage problem of wearables. The Shine Collection is solar powered, and can be recharged with LED and halogen lighting as well.

Screen Shot 2015-01-07 at 12.15.01 PMAnd a few watch brands without a wearable in production have upped their technology to compete, and were featured in L2’s Digital IQ Index: Watches & Jewelry. Longines’ new quartz chronograph has flash memory, which is aimed at horse racing enthusiasts looking to record intermediary times. Frederique Constant powered its sales associates with Google Glass, enabling them to show photos to consumer and send snapshot of store items to headquarters for quality assurance. And Montblanc released a pen that works with the Samsung Galaxy Note 4, in addition to leather cases for the device.

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