Are traditional watches under threat of extinction by the evolution of the smartwatch? Or is the mechanical timepiece truly timeless? Apple’s iWatch is making stalwarts like TAG Heuer and Swatch rethink, so what do we really want to wear on our wrists?

Heralded as the finest timepieces in the world, Swiss watches can command quite a price – coming in at an average of $685. With UK imports of Swiss watches increasing 29%, you’d be forgiven for thinking these were prosperous times. But what’s really behind the surge?

People said smartwatches would never catch on. People said they were ugly and unnecessary. Studies showed wearables in general were considered little more than glorified fitness trackers. But in 2015, smartwatch shipments overtook shipments of Swiss watches.

2015 was tipped to be the year of the smartwatch. But while Apple Watch sales fell by as much as 90% between April and July 2015, fashion-focused watch brand MVMT has seen its sales soar. It’s now launched its most luxurious collection, but can it compete with established timepiece manufacturers?