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Wednesday, September 03, 2014, 06:09 pm PT (09:09 pm ET)

Jony Ive reportedly says 'iWatch' will be trouble for Switzerland

Apple SVP of Design Jony Ive reportedly put the entire country of Switzerland on notice in touting the company's long-rumored wearable device, suggesting a fit and finish comparable to or surpassing that of traditional watches.



According to an unnamed source working on Ive's team, the design guru said Switzerland is in trouble, referring to the rumored "iWatch" release, reports The New York Times. The publication did not furnish an actual quote, but noted Ive used stronger language to express the notion.

Ive's reported aside was wrapped in a story about the general wearables market, which up to this point has failed to deliver on fashion, something of a commodity for traditional watchmakers. More specifically, the piece covered the unveiling of Intel's MICA (My Intelligent Communication Accessory) bracelet, a fashion-forward wearable created in partnership with Barneys New York.

Apple is expected to release its own wrist-worn wearable in the near future, with industry insiders anticipating a product boasting the usual appealing industrial design synonymous with Apple's brand. Recent rumors claimed the company was looking at a retail price of around $400, which if true would make the iWatch one of the most expensive smartwatches available.

The most recent rumblings say Apple is planning to announce the iWatch at an upcoming special event on Sept. 9, which is widely thought to focus on the next-generation iPhone lineup.