Apple taps up Tag Heuer VP as ‘iWatch’ launch looms

Latest luxury brand recruit will join Cupertino ranks in undisclosed role

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Apple taps up Tag Heuer VP as ‘iWatch’ launch looms Apple has lured a number of executives from luxury brands, fuelling speculation about its rumoured iWatch. (Getty Images)
By  Stephen McBride Published  July 6, 2014

Apple Inc has lured a senior executive from luxury watch maker Tag Heuer to Cupertino, ahead of the iPhone maker’s widely expected autumn launch of its first wearable device.

According to Reuters, Patrick Pruniaux, Tag Heuer’s vice president for sales, will join Apple in an undisclosed role, after seven years with the Swiss watch-making firm.

Apple has hired a series of high-ranking executives from luxury goods brands. Burberry’s former CEO Angela Ahrendts is Cupertino’s head of retail and online sales in May, and Yves Saint Laurent’s ex-boss Paul Deneve was hired last year to work on special projects.

Apple is under pressure to innovate in the wearables category, especially since its principle smart-devices rival Samsung is already in the second generation of its Gear range of companion devices.

Tim Cook, chief executive of Apple, has promised “new categories” for the coming year, but no official confirmation has yet been given on the expected product or even if it will be called the “iWatch”.

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