In a new piece on tech and fashion, The New York Times also looked at Apple since it’s one of the companies that’s expected to launch a fashionable smart wearable device soon. The piece is notable because it revealed that Apple’s design chief Jonathan Ive thinks very highly of the soon-to-be-unveiled smartwatch and he sees it as a danger for those gorgeous but dumb watches coming out of Switzerland.

FROM EARLIER: It looks like the iWatch still isn’t close to being ready for mass production

“According to a designer who works at Apple, Jonathan Ive, Apple’s design chief, in bragging about how cool he thought the iWatch was shaping up to be, gleefully said Switzerland is in trouble — though he chose a much bolder term for ‘trouble’ to express how he thought the watchmaking nation might be in a tough predicament when Apple’s watch comes out,” the Times wrote.

Even though Apple will not be the first company to launch a smartwatch and there already are a variety of brand new smartwatches available to buyers, with more good-looking devices expected to launch soon, many people expect Apple to reinvent the smartwatch industry, as it did with other product lines before.

Regular watchmakers aren’t sitting idly by, a recent report revealed, as Swatch is currently working on a smartwatch design of its own to counter the potentially negative effects smartwatches – and particularly Apple’s iWatch – could have on its bottom line.

Apple is expected to unveil the iWatch on September 9 during its iPhone 6 event, and launch it only at some point next year.

Chris Smith started writing about gadgets as a hobby, and before he knew it he was sharing his views on tech stuff with readers around the world. Whenever he's not writing about gadgets he miserably fails to stay away from them, although he desperately tries. But that's not necessarily a bad thing.