Pedestrians walk past an advertisement for Tag Heuer watches.
Photograph by Munshi Ahmed — Bloomberg/Getty Images

Patrick Pruniaux expected to lend luxury cachet to the wearable device.

By Laura Lorenzetti
July 7, 2014

Apple AAPL has lured away an executive from watchmaker Tag Heuer to help lead the development and launch of its new iWatch product.

Patrick Pruniaux, vice president of sales for the Swiss company, will join Apple Monday after seven years at his old employer, TechCrunch reported.

He is expected to lend luxury cachet to the wearable device, which Apple intends to carry the prestigious “Swiss made” label, the head of LVMH’s MC watch brands Jean-Claude Biver told CNBC.

An Apple spokesperson was not immediately available for comment.

Tag Heuer is one of three watchmaker brands owned by LVMH and is best known for its spokesman Tiger Woods and Formula One-themed watches.

Many expect Apple to unveil a so-called iWatch smart watch this fall along with the iPhone 6.

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