They may be one of the biggest and most popular companies in the world, but Apple shouldn’t be bragging about their new iWatch as much as they are, just yet.

With release set for September 9th (one more sleep!), Apple’s design chief, Jonathan Ive, has warned that Switzerland, known for its watch making, should be afraid. But, should they?

“The arrival of new products is a fantastic opportunity to reach millions of people who do not wear a watch and convince them to do so.”

Swiss watch makers are optimistic about the launch of the iWatch, saying that the popularity of ‘smartwatches’ will increase the popularity of watches again.

The CEO of the Swatch group, Nick Hayek, and Jean-Claude Biver, the head of watch brands at LVMH, are both not worried about ‘smartwatches’.

Rather, ‘smartwatches’ will be threat to smartphones and mobile devices.

Personally, nothing like a dainty gold-link, pearl-faced watch will go with my LBD and heels.

Check out Swissinfo for the full article.