由瑞士鐘錶的興衰探討智慧型手錶裝置的產業發展

近年來，可穿戴式智慧型裝置產品為科技領域最熱門的話題。而智慧手錶已成為繼智慧手機和平板電腦後，最值得期待的產品。作為比智慧手機和平板電腦更具科幻色彩的智慧設備，一個可攜式的智慧手錶，搭載視訊通話、訊息發送、拍攝等功能，能提供給用戶豐富的選擇，更加能夠滿足人們的個性化需求。瑞士鐘錶經過400年的發展，演進，起落興衰，目前發展亦趨向集團化的全球佈局，不論是從錶款設計、廣告、行銷，都是以全球市佔的商業目的為主要考量。就現在智慧型手錶的市場相對於傳統鐘錶市場的歷史來說，新的智慧型配戴裝置還只是起步的階段，若要市場普及，擴大市佔率還是必須經過不斷的試煉，也需要大錶廠、科技公司、不斷整合、和研發，並從設計功能、構造、市場的實際經驗獲得大數據…等等相關應用。相信這些對於瑞士鐘錶市場都會有相當程度的衝擊與考驗。而對於智慧型穿戴裝置科技是否乘勝而起，是否將對傳統鐘錶領域有革命性的影響，都存在著息息相關的變數。以 Apple Watch 為首的智慧手錶誕生之初，唱空瑞士傳統製錶業的聲音便不絕於耳。然而時至今日，智慧手錶自身的發展也不如人意，從未如預期中那樣，成為人人不可或缺的必備品，成為下一個智慧手機。相對於價格相當的智慧手錶，大多數的低階瑞士手錶，在品牌、稀缺性、獨特性上都不具優勢，還在功能性和「隱藏主人身分」的能力上輸給智慧型手錶。但這個價位的腕錶，又未必會被智慧型手錶屠殺。本論文以研究分析法針對鐘錶產業結構，產業經濟，產業的市場趨勢和產業中的工藝，科技等相關地位的變遷以及數據整理展現與解釋展開研究分析。分析智慧型穿戴式手錶與裝置的發展與需求，還是著重在差異化。因為傳統機械錶的美不是智慧型手錶或電子錶能夠取代的呀！隨著科技的發達，智慧型穿戴式手錶與裝置越來越普及，讓我們的生活更加便利，這會是現今最流行的趨勢，也將是瑞士鐘錶工藝和石英錶的未來需要積極參與和同步發展的重點之一。

關鍵字

瑞士鐘錶； Swatch ；研究分析法；智慧型穿戴式手錶；智慧型穿戴裝置

並列摘要

Wearable devices become the most popular topics in the field of technology in recent years. Smart watches have become the most expecting products following smart phones and Tablet PCs. As s smart equipment with more sci-fi image than smart phones and Tablet PCs, a portable smart watch is loaded with conference call, message transmission and cameras that offer more variety of options to users, which also meet the personalization demand from people. Having undergone 400 years of development, evolution and the rise and fall, Swiss watches currently are shifting towards global marketing in groups, taking into consideration of the commercial purpose for global market share, regardless from watch design, advertising or marketing. In terms of the current smart watch market, as compared with the history of conventional watch market, new smart wearable devices are still in the beginning stage while market availability and expansion of market share still require constant trials. The need for big watch companies and technology companies to constantly integrate and develop, in order to acquire big data from the actual experience in design functions, structure and market, as well as other related application, is also necessary. Such information will bring impact and tests to the Swiss watch market to certain extent. The possibility of smart wearable device technology taking the advantage and bring revolutionary influence on field of conventional watch is still highly variable. At the beginning when Apple Watch led in the smart watch line, many people as the Swiss conventional watch industries are dismantling business. Nonetheless as of today, the development of smart watches is not all that successful and the product has not turned into the next smart phone that becomes the indispensable necessity for everyone as expected. Compared with smart phones of considerably low price, the majority of entry-level Swiss watches do not have any advantages in terms of brand, rarity and uniqueness, and most of them have worse function in functionality and “hiding owner’s identity” than smart watches. However, the wrist watches at this price are not necessarily defeated by smart watches. The paper adopts research analysis method to analyze the structure of watch industry, industry economy, industry market trends and industry crafts, technology and other changes related to position and the exhibition and explanation of data compilation. The analysis of the development and demand for smart wearable watches and devices still emphasizes on differentiation, since the beauty of conventional mechanical watch is not something replaceable by smart watches or electronic watches. As technology develops, smart wearable watches and devices become increasingly popular, which provides more convenience to our life. Smart wearable devices will also become the popular trends and one of the keys for Swiss watch craft and quartz watches to take initiative in participation and concurrent development in the future.