The Apple Watch (NASDAQ: AAPL) has some stiff competition from technology and hardware companies worldwide, however, when it comes to luxury watches, Swiss brand Montblanc is bringing out the big guns. According to Monblanc watchmaker and developer Alexander Schmiedt, the lifecycle of the Swiss smartwatch with outlast the competitors. “Our products should have very long life cycles,” Schmiedt said, according to Bloomberg. “In modern technologies the life cycle is exactly the opposite. It may be the hottest thing today, and in one year it’s already outdated, and in two years you’re made fun of for still using it.” Montblanc owner Johann Rupert, also believes his luxury brand will beat out Apple in the long run. “I love Apple, but just when I’ve gone and set everything up for an iPhone 5, the iPhone 6 is coming out and the cords change,” he said. “That is not to say the Apple Watch is not a great product. I predict it will do very well, but I don’t think that customers are going to be ecstatic to throw away watches in one to two years when the technology is obsolete.” For more business and financial news, click here.