The most asked question this week is: “Why should Apple take on Tag Heuer employees?”

The reference to Patrick Pruniaux, Vice-President Global Sales & Retail at LVMH and man in charge of the Swiss luxury watches firm, is clear.

Apple, after missing the phablet boat and after virtually gifting Samsung, Nokia and several other competitors with a slice of the market, will attempt a resurrection with its iWatch, a device bound to revolutionise the future of mobile technology, at least according to Cupertino.

Pruniaux will have the challenging and yet fascinating task of making this smart watch hypothetical market a reality.