In all 17,000 words, this leapt out at me as quite a buried lede for a totally different article:

Sebastian Vivas, the director of a watch museum maintained by Audemars Piguet, the Swiss manufacturer, recently described his industry as unperturbed by Apple’s plans: “We’re not afraid; we’re just a little bit smiling.” It would be a greater threat, he told me, if men widely accepted that they could wear gemstones without a time-keeping pretext.

Still thinking about that. (The rest of the article wasn’t bad either).