Apple Hires YSL CEO for 'Special Projects,' Fuels iWatch Speculation

As the world's most valuable technology company, nearly every move Apple makes is closely scrutinized for hints at the brand's strategic future. So when a report surfaced yesterday that Apple had hired Paul Deneve away from his Yves Saint Laurent CEO perch in France, speculation ran high that Apple was committing in a big way to wearable computing. More specifically, the hiring has served to fuel the rumors that Apple is working on an "iWatch" as its next big innovation.

Deneve's departure was first revealed by WWD and then confirmed by Bloomberg in a report that claims the former fashion house executive will join Apple's ranks to work on "special projects." And while Deneve's career has primarily been primarily focused on fashion, a look at his Linkedin profile reveals that he's actually an Apple veteran, having worked as the company's sales and marketing manager in Europe in the '90s.

The move to bring in the sales and marketing experience of Deneve could be interpreted by some as a move to fill the gap left by Apple retail chief John Browett's hasty departure in January after less than a year on the job. But if reports mentioning the "special projects" nature of Deneve's assignment are accurate, his mission will likely be far more interesting than simply shepherding the growth of Apple's retail operation. Deneve's unique mix of Apple experience and fashion world success would appear to make him a perfect ambassador for what could be Apple's first real foray into wearable technology.

So far, Apple has remained mum on the hiring, except to say that he will report to Tim Cook, but the move has only fanned the flames of excitement related to the company's expected smartwatch offering. Adding to that excitement was yet another revelation this week that Apple has applied for trademarks to the iWatch name in Mexico, Taiwan, Turkey, and Colombia, following the uncovering of similar trademark applications in Japan and Russia.

For more, check out The Apple Smartwatch's Top Competition.

UPDATE: See this take on the deal from Chandra Steele, PCMag's resident fashion expert: It's Not the iWatch, Deneve May Have Other Designs on Apple.