The Apple Watch may not be hitting stores until April, but many of the world's leading watchmakers haven't been shy in sharing their opinions on the hotly anticipated device.
At the watch industry's leading trade show, BaselWorld in Switzerland, many companies were debating whether to head high-tech or stick with a centuries-old formula of watchmaking.
The president of LVMH's watch division and CEO of Tag Heuer, Jean-Claude Biver, told CNBC that the Apple Watch, which will cost up to $10,000, cannot be compared to similarly priced Swiss timepieces.
"Can it repaired in 1,000 years or can it be repaired in 80 years?" Biver asked. "Can your children wear the watch? No -- because it won't work anymore! The technology will be gone."
Biver also went on to argue that in the upper end of the watch market, tradition would beat evolving technologies that could be obsolete in a matter of decades.
Watchmaker Longines also said that it was not involved in developing a smartwatch.
"We respect the brands that have the courage to go in this field, (but) Longines will not go in this field. We will stay with our traditional analogue watches," President Walter von Kanel told CNBC.
"A watch is not only giving time, it's a status symbol and I don't think you'll get a status symbol in an Apple Watch with two billion functions that no one understands."