L’histoire se répète: brieven van CEO’s

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Dertig jaar geleden stapte IBM na het succes dat Apple had met de Apple II in de wereld van de PC. Steve Jobs was zo sportief om Big Blue met een open brief welkom te heten in ‘zijn’ PC-markt. Nu overkomt Apple iets vergelijkbaars.

Tim Cook ontving afgelopen donderdag namelijk een brief van Cindy Livingston, CEO van GUESS Watches. Cindy heet Tim in de brief welkom in de horloge-industrie. Ze is zich ervan bewust dat er veranderingen op til zijn in haar markt en ze ziet de pols als een plek voor zowel function als fashion. Ook verklapt ze dat GUESS bezig is met een smartwatch.

Ook spreekt ze haar respect uit voor het product dat Apple afgelopen dinsdag aan de wereld heeft getoond: ze is fan. De innovaties en aandacht voor detail zijn volgens Cindy spectaculair. Beide brieven zijn hieronder te lezen:


Dear Mr. Cook:

I wanted to write to you and welcome you to the Watch Industry and also offer my personal thanks to you.

As one of the largest fashion watch brands in the word, we have been around for more than 30 years. In the early 80’s, there was really on WATCH (the brand) and GUESS Watches. At that time, we had many critics who thought we were crazy. No one thought that anyone would want this new type of “novelty” timepiece. They believed that the only “real” alternatives were Swiss mechanicals or traditional quartz timepieces. Fortunately for us, consumers thought differently!

We are part of an old and proud industry. Every year we’ve experienced change in some way. Over these years, we have seen the introduction of quartz movements, the rise and fall of calculator watches, digitals, analogue-digitals and many many brands, both big and small. It seems that the test of time has shown that the wrist is an obvious place for both function and fashion.

Fast-forward to today and the wold has chcanged. The proliferation of smartphones and the demand of consumers for round-the-clock connectivity have changed the way people access time. This has caused an understandable fear and challenge in our industry (even if no one likes to admit it).

We personally welcome this new challenge to remain relevant to our young, sexy and adventurous consumers who see as much importance in the device they carry and the messaging app they use, as the clothing and accessory brands they buy.

Over the past year, there has been dramatic speculation of the future of “wearables” and Apple’s entre into this segment. This week, you delivered! Just as we had in the early 80’s, there are naysayers and believers. I, for one, am a fan! Your innovation and attention to detail is spectacular.

In today’s connect wold, consumers deserve the next level of combining fashion and function. We’ve always been much more than a watch. Now, we too are going to take that concept even further. As we look forward to the launch of our own connected timepiece for GUESS… “Powered by MARTIAN”, we’re happy to have another true brand innovator in our industry that confirms the wrist as the dominant place for self-expression.


Cindy Livingston

11 september 2014

De brief die Apple stuurde aan IBM in 1981:

Welcome, IBM.


Welcome to the most exciting and important marketplace since the computer revolution began 35 years ago. And congratulations on your first personal computer.

Putting real computer power in the hands of the individual is already improving the way people work, think, learn, communicate, and spend their leisure hours.  Computer literacy is fast becoming as fundamental a skill as reading or writing.

When we invented the first personal computer system, we estimated that over 140,000,000 people worldwide could justify the purchase of one, if only they understood its benefits. Next year alone, we project that well over 1,000,000 will come to that understanding. Over the next decade, the growth of the personal computer will continue in logarithmic leaps.

We look forward to responsible competition in the massive effort to distribute this American technology to the world. And we appreciate the magnitude of your commitment.  Because what we are doing is increasing social capital by enhancing individual productivity.

Welcome to the task. Apple

26 augustus 1981


4 reacties
  • Profielfoto

    Nu de vraag wat de volgende brief wordt…

  • Profielfoto

    Mooie marketing actie, heel slim. Ik wist niet eens dat Guess horloges maakt:roll:
    Nu pakt elk apple relevant blog die brief op en zo kan Guess helemaal gratis meeliften op het succes van de aangekondigde Apple Watch.

  • Profielfoto

    “the wold has chcanged.”

    “In today’s connect wold,”

    Arme Cindy ….

  • Profielfoto

    Wat een pretenties… Guess horloges worden ontworpen, gemaakt en op de markt gebracht door Callanen International Inc., een bedrijf uit de Timex groep. Guess krijgt enkel een hoop geld voor het gebruik van de Guess-merknamen.

    Als Guess daarmee onderdeel (of zelfs vertegenwoordiger) van de horloge-industrie is, kan K3 of Hello Kitty ook wel een brief aan Apple schrijven.