“We personally welcome this new challenge to remain relevant to our young sexy and adventurous consumers who see as much importance in the device they carry and the messaging app they use as the clothing and accessory brands they buy,” Sequel CEO Cindy Livingston wrote in a letter sent on Thursday.
Of course, it’s also worth pointing out that IBM spent the next couple of decades eating Apple’s lunch.
Not all watchmakers had kind words for Apple, with several executives dismissing the Apple Watch.
As for Livingston, she also used her letter to tout Guess’s upcoming smartwatch, being developed in partnership with Martian.
An interesting battle is shaping up as tech companies such as Apple, Samsung and Motorola move into wrist wear, while traditional watch makers like Guess and Swatch add tech to their product lineups.
Here’s an image of Livingston’s letter:
This article originally appeared on Recode.net.