Apple Snipes Yet Another Luxury Exec, This Time From Tag Heuer

Can you say iWatch?
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Eliza Brooke
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Can you say iWatch?
The iWatch will probably not look like this Tag Heuer piece. Photo: Andreas Knudsen

The iWatch will probably not look like this Tag Heuer piece. Photo: Andreas Knudsen

First it was Yves Saint Laurent, then Burberry and now the LVMH-owned watch maker Tag Heuer. For a third time in the last year, a luxury fashion brand has lost an executive to Apple, which sniped Tag Heuer VP of Sales Patrick Pruniaux for its own team late last week. 

Jean-Claude Biver, the head of LVMH's watch brands, revealed in a Friday interview with CNBC that Pruniaux left Tag Heuer on Thursday "to launch the iWatch," due out this fall. It's unclear what exactly his official title within the company will be. Neither Tag Heuer nor Apple immediately responded to request for comment. 

In the realm of smartwatches, Apple is not only hoping to take on the likes of Google and Samsung, but also luxury watchmakers like Tag Heuer and Rolex, touting the fact that it's "Swiss-made." (Most of Apple's other products, including the iPhone and iPad, are manufactured in China.) Pruniaux's sales expertise and relationships in the luxury watch world should help further its goals. Needless to say, we're now a little more excited for the iWatch to drop later in the year.