Shaken the traditional watch makers to the core.
Yep, I can see the likes of Breitling and Tag Heuer just quaking over these gimmicky pieces of shit.
Call me old fashioned, but I prefer my watch to tell me the time and perhaps the date (although a Casio is likely better at both of these tasks) and if I want it to be fancy I'd look at these sorts of brands. Having a bluetooth connection to my phone because I'm too lazy to get it out of my pocket - not so much. Notifications, meeting alets etc? I prefer to look at what my day holds at the start and use my memory along with a buzz in the pocket (so to speak) to demand my attention when needed. Dick Tracy's "calling all cars" is a step too far.