New York--The head of LVMH’s watch division allegedly told a Swiss newspaper that TAG Heuer has plans to launch its own smartwatch, but that it must be original and different from Apple Watch.

Reuters reported Sunday that Jean-Claude Biver told Swiss newspaper NZZ am Sonntag, “We want to launch a smartwatch at TAG Heuer, but it must not copy the Apple Watch. We cannot afford to just follow in somebody else’s footsteps.”

A request sent to LVMH Moët Hennessy Louis Vuitton, which owns TAG Heuer along with Hublot and Zenith, for confirmation on the quote was unanswered as of press time.

Biver’s comment comes less than a week after the Apple Watch announcement, Apple’s long-awaited entry into the “smartwatch” category. Although details have been released on what the product will offer, the company hasn’t gone into great detail on its distribution plans for Apple Watch.

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In early July, TAG Heuer’s Vice President of Sales Patrick Pruniaux left the company to join Apple. At the time of his departure, Biver told CNBC that Pruniaux was recruited by the technology company to launch what was then referred to as the “iWatch.”


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