Apple continues to hire people left and right as it’s trying to revolutionize another market with its upcoming iWatch. Their latest hire is Patrick Pruniaux, the sales director of LVMH’s TAG Heuer, which also happens to own the Hublot and Zenith luxury brands.

Swiss watch makers don’t want to create a device like the iPhone – designed in California and assembled in China – so they don’t want to dilute the value of the Swiss name.The news was confirmed by the head of LVMH’s watch brands Jean-Claude Biver, and brought to our attention by CNBC and AppleInsider.

The upcoming iWatch has the potential to redefine the smart watch market, potentially making these device appealing even to those who spend small fortunes on Swiss-made luxury (dumb) watches. In that sense, hiring a guy who knows what these [luxury item] buyers want could be beneficial to Apple.

According to Bernstein analyst Mario Ortelli, Swiss aren’t really excited to see their executives flocking to Cupertino. They don’t want to “create a device like the iPhone – designed in California and assembled in China – so they don’t want to dilute the value of the Swiss name.”

Fancy look and feel aside, the iWatch should also pack a number of sensors that should allow its owners to keep track of their activities or their lack of. To that end, Cook & Co. have recently brought Atlas Wearables engineer on board to work on the iWatch firmware.

If earlier rumors are to be believed, Apple will officially announce its smart watch in October and start selling it soon afterwards.