With Apple allegedly gearing up to release its first smartwatch recent rumors have suggested the company could be working with some world-class industry veterans including Swatch. The Swiss watch-maker has been quick to deny these rumors, and today the company announced plans to jump into the wearable technology market with a fitness-tracking smartwatch of its own.
Swatch CEO Nick Hayek revealed his plans for a wearable device to the Swiss press over the weekend. Specifically, the company plans to integrate fitness-tracking sensors into its pre-existing Swatch Touch lineup, which launched in 2011 with a touch-screen display and a simple user interface. “It will remain a watch, but will have all today’s usual functions to monitor physical fitness, ” Hayek said.
The company has reportedly rejected multiple partnership offers from tech giants looking to jump into the smartwatch market, instead preferring to rely on its own software. Updating Swatch Touch is a smart way to push into fitness tracking without giving up its autonomy, though the chunky plastic lineup doesn’t exactly reflect the high-end experience most people probably expect from a brand like Swatch. Hopefully the new and improved smartwatch will come with a fresh design to match.