From Clockworks to Computers on Our Wrists

How Apple beat Swiss watchmakers at their own game

Adrian Zumbrunnen
9 min readSep 20, 2018

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Image courtesy of the author.

W e Swiss take great pride in watchmaking. It’s no secret that some of the most recognizable watch brands in the world are made in Switzerland. While the notion of a product being “Swiss-made” may seem like it’s been around forever, it’s actually a relatively recent phenomenon.

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