Hayek told the Swiss newspaper Tages-Anzeiger that while the Tame Apple Press claims that the watch is a "revolution" it was just a toy.

He said that the Apple Watch suffers from a poor battery life and has personal security problems.

His outfit cannot be bothered making a "computer for your wrist" type product, although he is interested in watch technology – Swatch has its Touch family and its curved touchscreen display. The Swatch Touch Zero Two is next up, and will be launched to coincide with the Rio Olympics in 2016.

This next watch will come with NFC technology for mobile payments - a decidedly smartwatch-like feature.

But he said generally smartwatch efforts were pretty weak and that Swatch's own battery-free Sistem 51 watch mechanism was far more revolutionary.

There are elements of "well he would say that wouldn't he" but he does have a point. The iWatch is probably one of the most overhyped and disappointing product since the Titanic. It has failed to live up to its billing consistently since its launch and as a result has seen sales plummet.