Apple has lured yet another LVMH executive to the dark iSide: Patrick Pruniaux, former vice-president of sales at luxury watchmaker Tag Heuer, will be joining the Silicon Valley company in an an unspecified role. The New York Times reports that it's likely Pruniaux will bring his timepiece expertise to the iWatch, which is due out this autumn. 

This makes the third executive that Apple has poached from fashion: the first two being Angela Ahrendts (previously CEO at Burberry) and Paul Deneve (formerly at YSL).

Pruniaux's hire also suggests that Apple is starting to seriously invest into beefing up the fashion credentials of its wearable technology. Maybe they've learned from the unfortunate reception of Google Glass that people don't just want to be able to wear a piece of technology that harasses them with a constant stream of emails wherever they go – they also want to look good wearing it, too.