After the CEO of Burberry, another luxury executive joins Apple

Swiss luxury watch-maker Tag Heuer (LVMH), said on Friday its vice president sales, Patrick Pruniaux, who had been with the brand for seven years, was leaving on Monday to join Apple. It did not say what his new job would be. Apple declined to comment.

Burberry ex-CEO Angela Ahrendts joined Apple in May this year as new head of retail and online sales, and the former CEO of Yves Saint Laurent, Paul Deneve was hired last year to work on special projects.

The iWatch will be the first product which marks Apple’s foray into the luxury goods market, aimed at transforming into a differentiating factor in its fervous competition against Samsung and Google.

Jean-Claude Biver, head of watch brands at LVMH and chairman of watch brand Hublot, said “I personally believe it has the potential to be a threat for the industry, and it should not stay with its arms crossed.”

Apple applied for a trademark for the “iWatch” in Japan, a patent official said earlier this week, signaling an imminent launch of its iWatch.

iWatch potential concept