Apple has hired the sales director of luxury Swiss watch maker TAG Heuer to help with the launch of its new iWatch, NBC news reported on Friday. The hire of Patrick Pruniaux, Tag Heuer's vice president of sales and retail, was reportedly confirmed by the head of the parent company's watch brands, Jean-Claude Biver.

The move coumd mean that Apple may use the prestigious "Swiss made" label to market its new gadget.

Apple did not provide any comment.

Apple has also plucked other executives from the luxury sector in recent months. Burberry ex-Chief Executive Angela Ahrendts started as its new head of retail and online sales in May, and former head of French fashion brand Yves Saint Laurent Paul Deneve was hired last year to work on special projects.

Apple is expcted to release the hotly anticipated iWatch later this year. According to the latest rumors, it may come with multiple designs and a giant pile of sensors designed to monitor your health.