I know lots of people get riled up about this but it's the truth. Switzerland is in trouble. Lots of watch companies are going to fold. I tried the demo of the Apple watch today and it's beautiful and can do so much (and only the Apple apps were installed so it can do much much more). Companies like Rolex, PP and Omega and a few others will stay afloat of course but probably over the next 10 years we will see lots of companies die out (I'm guessing about half or more). Sales of the main brands will decrease by a lot and there will be plenty of layoffs. It's just too much watch for ~$600 for any of these other brands to compete with it. I think eventually it will replace the smartphone at some level too. You can deny it all you want but it's going to happen. I saw the future today. Maybe in 10 years when the next wearable (maybe smart glasses?) come along then regular old mechanical watches will make a comeback. So companies are probably better off to take a loss for a while and stay in business.