Watch giant Swatch has confirmed that the whole smartwatch thing has not passed it by, and it will indeed be adding a bit more processing power to its wristwear by 2015, just not as a partner to anyone else.
In some of the more peculiar smartwatch skuttlebutt Apple was suggested as a partner to the Swiss giant, but, as suspected, this is not going to happen.
In an interview with Reuters, Swatch chief Nick Hayek insisted that Swatch has been talking to many big electronics manufacturers, but has decided to go it alone, at least partly
"All the big technology firms want to work with us and I don't rule out that we are or could be collaborating in some areas. But we can also do many things on our own," he told Reuters.
Where that leaves watch manufacturers remains to be seen - although the high end manufacturers are unlikely to see the bling value of their offerings decline.
For the likes of Swatch the impact could be a little more immediate - and whether integrating smart features into its watches is enough remains to be seen.