Traditionally, the watchmaking industry, rooted in centuries-old techniques that date back to the 1600s, prided itself on heritage and craftsmanship. Yet, after risking extinction during the quartz crisis of the 1980s, whereby almost all Swiss watchmakers failed at the refusal to embrace evolving technology, the industry thrived again by ceding its claims in precision and reliability.. When the Apple Watch arrived in 2015, another seismic shift hit the industry, kick-starting a wave of innovation that pushed traditional watchmakers to rethink their approach to product, communication and business, often pursuing paths that would have been unimaginable a few years prior. So much so that, nowadays, innovation has become part of the watch industry’s modus operandi.
In the innovation pillar, Breitling takes the lead, followed by Audemars Piguet and Hublot. All three brands have been involved in product collaborations and exhibitions over the past year, with Breitling furthering its level of innovation through its digital product passports and associated NFT.
