Apple reportedly tapped the sales director from Swiss watch maker Tag Heuer as chatter over the tech giant's potential jump into the smartwatch business continues to build.

According to CNBC, the new hire will help with the launch of Apple's smartwatch, which has been reported to launch this fall. The move was confirmed by Jean-Claude Biver, head of LVMH, the company that owns Tag Heuer.

"If it had been a direct competitor, I would have felt a bit betrayed, but if he goes to Apple I think it is a great experience for him," Biver tells CNBC.

The report also says Apple has been trying to scoop up experts from Swiss watch companies to market its smartwatch as "Swiss made."

The exec addition is the latest pointing to Apple's eventual jump into the smartwatch space. Last month, multiple outlets reports Apple planned on launching the device as early as October. With the introduction of HealthKit, a suite of health apps, for mobile operating system iOS 8, the smartwatch will likely include features to bolster its fitness appeal.

Apple joins a growing wearables market that includes companies such as Pebble and Samsung. Google recently announced a series of smartwatches running the Android Wear operating system. LG, Motorola and Samsung have built devices running Android Wear.

from http://www.usatoday.com/story/tech/2014/07/04/apple-watch/12210205/