If I were to organize a conventional comparison between my Apple Watch and my Victorinox I.N.O.X. Automatic, the outcome should be predictable. The Apple Watch tells time more accurately. It adjusts itself when daylight saving time begins and when I enter another time zone. Its display is larger, brighter and, depending on the chosen watch face, easier to read under varying lighting conditions. The amount and presentation of information can be adapted to my needs.
It also does considerably more than tell time. It displays notifications, tracks exercise, monitors aspects of my health, provides navigation, controls music, manages timers and connects me to the rest of my digital life. In many situations, it could even replace my smartphone, although I have never really used it that way.
The Apple Watch is also exceptionally easy to reconfigure. Its strap system makes changing from a sports band to a leather strap or metal bracelet almost effortless. The watch face can then be changed just as quickly, altering the information, colors and graphical character of the watch.
The Victorinox mainly tells the time—and does so less accurately. It must be adjusted manually. Its dial cannot be changed, its functionality cannot be extended and its mechanical movement will eventually require maintenance.
Victorinox is moving in the same direction with its tool-free straps. Changing between the steel bracelet and leather straps on my I.N.O.X. is now quick enough to make the watch feel like a small system of configurations rather than one fixed object. Even so, Apple’s solution remains more immediate, and its combination of physical and digital configurability is much broader.
By almost every obvious functional and practical criterion, the Apple Watch is the better watch. Yet the Victorinox is currently the one on my wrist. Perhaps that means the comparison is measuring the wrong thing.
What job does a watch perform?
A watch is an instrument for telling time, but accurate time is now available almost everywhere. It appears on phones, computers, cars, appliances and public displays. Wearing a watch is no longer necessary in the way it once was.
That means a watch can perform another function. For many men, including me, the wrist is one of the few places where wearing an object partly for its beauty, materials and character is entirely unremarkable. A watch can function as jewelry without looking like conventional jewelry.
Calling the Victorinox jewelry does not dismiss its engineering or practical purpose. It recognizes that considerable effort has been spent on making the physical object worth wearing. Its faceted steel case, textured dial, applied markers, hands, finishing and mechanical movement are not merely packaging around its timekeeping function. They are an important part of what the product is for.
The movement inside captures the contradiction particularly well. It is sophisticated machinery, produced through advanced engineering and manufacturing, that performs an archaic function with limited accuracy. From a purely functional perspective, much of its complexity is unnecessary. Yet that unnecessary complexity contributes to my fascination with the object.
The Apple Watch performs a different role. It is primarily a small computer and an extension of the smartphone. Its design is recognizably Apple: pragmatic, coherent, restrained and carefully resolved. It is extremely good at presenting information and supporting interaction.
Yet I find it less captivating as a physical object. The Apple Watch offers a seemingly endless selection of watch faces. Their colors, complications, typography and information density can change instantly. But every face remains an image displayed on the same flat screen.
The I.N.O.X. offers no such variety. It has one dial, one set of hands and one permanent arrangement of physical elements. But those elements possess depth. The applied markers cast shadows. Polished and brushed surfaces respond differently as the light changes. The hands move physically above a textured dial rather than being rendered onto it.
The Apple Watch is designed to make information easy to see. The Victorinox is designed to make the object rewarding to look at. That is a different quality.
The hidden reference model
The Apple Watch wins when I compare the two watches on accuracy, functionality, clarity, adaptability and ease of configuration. The Victorinox wins when I compare them on physical presence, material character, craftsmanship, visual depth and the pleasure I experience from wearing the object. Neither comparison is dishonest. Each follows from a different set of criteria.
The criteria together form what could be called a reference model: a description of the qualities against which the product is judged. Change the reference model, and the outcome of the assessment may change with it.
Apple understandably promotes the criteria on which the Apple Watch is strongest. Its story is largely about capability: what the watch can measure, display, communicate and automate. Even personalization is presented mainly through selectable faces, configurable complications and interchangeable straps.
Those are all legitimate forms of value. But they may not be the qualities that ultimately decide which object I place on my wrist.
The Apple Watch is not competing only for the role of personal digital assistant or timekeeping instrument. It occupies a place on the body that has historically also been used for craftsmanship, decoration, identity and personal expression.
That creates a contest Apple cannot necessarily win by adding another function. The Apple Watch may be the better device. The I.N.O.X. may still be the better object for me to wear.
Functionality is not the whole product
This comparison also exposes a familiar risk in software development. Most software teams now work incrementally. Rather than attempting to build a complete and fixed product all at once, they develop it in smaller steps, learn from its use and adjust their priorities as new information becomes available.
This is often associated with the idea of a Minimum Viable Product, or MVP. An MVP is the smallest usable version of a product that allows a team to test whether it addresses a real need and to learn what should be developed next.
In practice, however, minimum can easily become interpreted as the smallest collection of functionality that works. That interpretation encourages a narrow question:
What must the product do?
The question matters, but it is not sufficient.
Both of my watches tell the time. If that were the complete requirement, both would qualify. Even when accuracy, clarity and adjustability are included, the Apple Watch would win decisively. Yet those criteria do not explain my choice.
Products also possess qualities surrounding their functionality. How reliable are they? How easy are they to understand and adjust? How readable are they? How do they respond under different conditions? How maintainable are they? How much trust do they create? Do people enjoy interacting with them? Do they want to keep them?
Some of these qualities are conventionally described as non-functional requirements or quality characteristics. That name can unfortunately make them sound secondary, as though functionality defines the real product while everything else merely improves it.
But the watch comparison suggests something different. The quality of telling time includes accuracy, clarity, readability and ease of adjustment. The quality of wearing a watch may also include comfort, materials, visual depth, identity, craftsmanship and attachment. These are not additional functions, but they may determine whether the product succeeds in the place it was created to occupy.
A Product Owner who concentrates only on functionality may therefore optimize an incomplete reference model. The team may deliver everything the product was asked to do while overlooking what kind of product people actually want to use, trust, keep or identify with.
Product Ownership should not be limited to managing a list of capabilities. It should help preserve an understanding of the complete product: its purpose, its intended users, its operating context and the qualities through which it is expected to create value.
The question is not only whether the product tells time. It is also what kind of experience telling time should become.
Losing my wrist
None of this makes the Victorinox the objectively better watch. Many people would choose the Apple Watch, and for perfectly sound reasons. They may value its accuracy, clarity, adaptability, health functions and integration with the rest of their digital lives. They may also prefer its restrained design to the large, industrial presence of the I.N.O.X.
Not everyone will find a mechanical movement fascinating. What I experience as intricate machinery and physical character may appear to someone else as unnecessary complexity wrapped around an outdated method of telling time.
Nor will everyone like the I.N.O.X. It is substantial, heavy and visually assertive. Those are important parts of its appeal to me, but they may be precisely the reasons someone else rejects it. The comparison therefore does not reveal which watch everyone should choose. It reveals which criteria currently matter most to me.
By almost every measurable and utilitarian standard, the Apple Watch is the stronger product. It is more accurate, more capable, easier to read under different conditions and easier to reconfigure. Yet when I decide what I want to wear, physical presence, material depth, permanence and attachment carry more weight than that comparison acknowledges.
The functional criteria are not wrong. They are simply incomplete for the decision I am actually making. The Apple Watch may be the better watch. For me, the I.N.O.X. is currently the better object to wear.
The better watch does not lose universally. It loses my wrist—because I’m not choosing only a watch.