Samuel Gibbs, writing for The Guardian:

The chief executive of watchmaking corporation Swatch has dismissed the Apple Watch as an “interesting toy”, as he set out the company’s smartwatch plans.

Nick Hayek Jr said that later this year Swatch will sell smartwatches that last nine months per battery. The company launched its first smartwatch in 2003 in partnership with Microsoft, and have sold connected watches since 1996.

In an interview with Swiss newspaper Tages-Anzeiger, Hayek Jr said: “The Apple watch is an interesting toy, but not a revolution.”

“These devices, which all eat so much power that they last no longer than 24 hours without needing to be plugged in. In addition, the user immediately loses control of their data. I personally don’t want my blood pressure and blood sugar values stored in the cloud, or on servers in Silicon Valley.”

This from a company so original, they lifted their new catchphrase directly from Steve Jobs.