Tag Heuer to Rolex: How luxury watch brands are responding to the Apple Watch

Swiss watchmaker Montblanc, on the other hand, seems to be guided by the idea that since technology is fleeting and soon rendered obsolete, a quality watch should last for many decades with proper care. Therefore, Montblanc put the technology into an electronic watch band that will be released next month, which displays emails, has an activity tracker, can control the music in the user’s phone, and has a selfie-enabling trigger for the user’s phone camera. The e-strap goes for $390 and is for use with its TimeWalker watches, which range $3,700 to $5,800.

Swiss watchmaker Montblanc, on the other hand, seems to be guided by the idea that since technology is fleeting and soon rendered obsolete, a quality watch should last for many decades with proper care. Therefore, Montblanc put the technology into an electronic watch band that will be released next month, which displays emails, has an activity tracker, can control the music in the user’s phone, and has a selfie-enabling trigger for the user’s phone camera. The e-strap goes for $390 and is for use with its TimeWalker watches, which range $3,700 to $5,800.

It hardly comes as shocking news that luxury watches tend to be expensive. PaneraisPatek Philippes, and Rolexes retail for thousands, if not tens of thousands, and are built to be passed down from generation to generation – which is wonderful if you’re ready to make a significant investment and less-than-wonderful if you’re just looking for a timepiece to flash around for a bit. High costs have traditionally led to prolonged windowshopping and capitulation (in the form of a trip to Casio), but new websites are now making the used watch market more transparent and accessible for first-time buyers.

There are also size considerations. Modern watches tend towards the alarm clock, but dial back forty years and faces rarely exceeded 40mm. “It can be more appealing for someone who enjoys watches but who doesn’t want people ogling what’s on their wrist,” says Morgan.

If you’re daintier of arm, plumping for pre-owned could mean you actually find a watch that fits, rather than wearing something that makes you look as if you might’ve just nicked your dad’s.