By Benjamin Snyder
May 22, 2015

Swiss watchmaker Montblanc is the latest company to pick a fight with Apple over its newly created smartwatch. The luxury watchmaker really wants consumers to know that its new smart wristband, which attaches to Swiss watches, is timeless by comparison.

A new electronic watchband was developed by the company and comes with a pedometer, email capabilities and helps takes selfies, according to Bloomberg. Alexander Schmiedt, Montblanc’s managing director for watches, told Bloomberg in an interview that electronics makers, like Apple, don’t focus on making items that last. “Our products should have very long life cycles,” 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but I don’t think that customers are going to be ecstatic to throw away watches in one to two years when the technology is obsolete.”

The Montblanc device costs $349 for a basic version and up to $17,000 for a high-end version, which are price points similar to the Apple Watch. “The pricing is reasonable,” said analyst Patrik Schwendimann of Zuercher Kantonalbank to Bloomberg. “If it turns out to be just a fad, at least the consumer still has a nice, normal watch they can continue to wear.”

Per the article, Montblanc’s product does the following:

The product is compatible with Samsung and Apple phones, among others.

Contact us at editors@time.com.

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