Apple Watch design slammed as ‘too feminine’ by Tag Heuer boss

The Apple Watch is ‘too feminine’ and ‘has no sex appeal’, the head of Tag Heuer’s parent company has suggested.

With Apple having last week become the latest tech giant to throw its hat into the smartwatch ring, Jean-Claude Biver, the head of LVMH, the parent company of luxury watch brands such as Tag Heuer, Hublot and Zeneith, has claimed that the Apple Watch “looks like it was designed by a student”.

Speaking with The Telegraph, Biver stated that Apple has made “some fundamental mistakes” with the Apple Watch design.

He added: “This watch has no sex appeal. It’s too feminine and looks too much like the smartwatches already on the market.

“To be totally honest, it looks like it was designed by a student in their first trimester.”

According to the luxury brands specialist, the Apple Watch will quickly look outdated with its square design and curved edges lacking any luxury appeal.

“Luxury always has something timeless, it’s rare and conveys prestige,” he said.

Despite his sceptical view of the Apple Watch, Biver has revealed that a Tag Heuer smartwatch is already in the works.

“We want to launch a smartwatch at TAG Heuer, but it must not copy the Apple Watch,” he told international media. “We cannot afford to just follow in somebody else’s footsteps.”

The Apple Watch was unveiled alongside the iPhone 6 last week as a rival to the likes of the Moto 360 and LG G Watch.

Set to launch in early 2015, Apple’s first wearable will be available from $349 (£215).

Read More: Apple Watch vs Moto 360