The US firm has announced two timepieces - one targeted at each sex - powered by Google's Android Wear.
Samsung,
Nixon and Fossil have also revealed new software-powered models at the
Baselworld trade show. Swatch's Tissot brand unveiled its first
"connected watch" too, which links up to smartphones but does not run
apps.
The launches coincide with a decline in traditional watch sales.
The
Federation of the Swiss Watch Industry recently reported a "steep
decline" in revenues, with January's 1.5bn Swiss francs ($1.6bn; £1.1bn)
representing an 8% drop on the same month's sales in 2015.
The business group has blamed a "troubled economic situation" for the fall.
However,
research firm Futuresource Consulting has reported that global
smartwatch shipments now outnumber those of traditional Swiss watches.
"Many consumers are still not sure how a smartwatch will benefit them
in terms of lifestyle and practicality," said its report, timed to
coincide with the event in Basel.
"[But] ongoing advancements by
the integrated chip manufacturers means they can go smaller - which
opens up the market for more petite, women's watches, effectively
increasing their total available market."
Thinner smartwatches
Smartwatch
manufacturers that use Google's Android Wear have limited ability to
customise the operating system's features, so much of their efforts are
focused instead on design.
Michael Kors - whose devices are manufactured by Fossil - focused on their exclusive digital watchfaces and "glamorous sty.
Fossil also unveiled two new smartwatches under its own brand - the
Fossil Q Wander and Q Marshal - which it said were slimmer than its
first-generation models.
California-based Nixon, however, had one
trick up its sleeve for its first Android Wear watch - the Mission. It
is water-resistant to 100m (328ft) - a record for the category - and
still able to accept voice commands.
That allows Nixon to target
the device at surfers, who need that level of protection because of the
force with which they sometimes hit the waves.
Swiss smartwatch
Tissot has taken a different approach with its Smart-Touch.
The
watch links up to a smartphone via Bluetooth when commanded to do so
and can then provide navigation directions by moving its hands.
In addition, it can use the phone to synchronise itself to the local time zone.
The watch can also trigger an alarm on a fob, with which it is sold, in order to find mislaid keys
Another unusual feature is a solar panel - used to recharge its
battery, which is said to last up to a year before it needs to be
swapped out.
"Swatch Group is the only Swiss watchmaker able to
do a smartwatch on its own," boasted the firm's chief executive Francois
Thiebaud.
But one attendee had doubts about its chances.
"It's
difficult to see how Tissot can scale this to deliver the breadth of
functionality that an open platform like Android or Tizen can offer,"
said Ben Wood from the CCS Insight consultancy.
"Swatch's only chance for success would be to bring this functionality to its wider range of watches."
Black-and-white diamonds
Elsewhere
at the show, Samsung revealed a tie-up with the jeweller de Grisogono
to release a "limited edition" version of its Gear 2 watch.
The Tizen-powered device distinguishes itself from the standard edition
by featuring more than 100 black-and-white diamonds. Its price has yet
to be announced.
LVMH's watch chief also provided an update on its Android-based Tag Heuer Connected watch, which was launched in November.
At
a press conference, Jean-Claude Biver said that 20,000 units had been
sold so far and that his firm planned to manufacture a further 60,000
before the year's end
We totally underestimated demand, we were too cautious," he said.
"Next year, we'll have a real collection, a new version with six to eight models."
More to come
US
manufacturer Movado has also announced plans to make more devices as
part of a partnership with HP, following 2015's launch of the Movado
Bold Motion.
It said it now planned to release models under the
Coach, Hugo Boss, Lacoste, Juicy Couture, Tommy Hilfiger, and Scuderia
Ferrari brands.
Despite all the activity, one expert said it was important not to overstate the sector's impact.
"I
don't believe smartwatches have affected the high-end watch market in
any appreciable way," said Ariel Adams, editor of A Blog to Watch.
"Although, I have heard anecdotally from brands that lower-end watches - $1,000 (£691) and under - are becoming affected.
"This Baselworld is all about partnerships, fashion and what I call brand cross-pollination," he added.
"It's
mostly a marketing play, and I cannot find any brands here that speak
fluently as to what people actually do with smartwatches and why people
would want one."
Apple - which is thought to be the world's bestselling smartwatch-maker - is not exhibiting at Baselworld.
However, the firm has a press event on Monday in California where it may make related announcements.
SOURCE OF:BBC
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