Well, somebody’s gotta say it: What is that thing?
There are product announcements and, well, there are product “non-announcements” — like the one IWC made today. With only an uninsightful, opaque, 40-second video production, IWC announced today that it is launching an “intelligent tool” called “IWC Connect.” No other substantive details provided. IWC states “Further information and the launch date will be available on IWC social media channels and www.iwc.com in the coming months.” Really? Really. Am I supposed to be excited or intrigued about this? You gotta give us more than that, because all I am doing right now is hoping that this thing will NOT count my steps or take my pulse.
I find myself compelled to repeat a recent Tweet:
True purveyors of haute horlogerie have nothing to fear from the Apple Watch. Period.
— Perpetuelle (@perpetuelle) March 9, 2015
Be careful IWC. Your reputation is on the line here.