Yves St Laurent CEO to jazz up Apple’s iWatch

Chief executive of haute couture fashion house Yves Saint Laurent (YSL), Paul Deneve is reportedly joining Apple’s brigade to become product designer for its latest project in the wearable technology market —iWatch.

Chief executive of haute couture fashion house Yves Saint Laurent (YSL), Paul Deneve is reportedly joining Apple's brigade to become product designer for its latest project in the wearable technology market —iWatch.

Deneve will report to Apple CEO Tim Cook and work on special projects, which are related to the wearable technology market, The Independent reports.

According to the report, Deneve was named vice-president of special projects, with a direct line to Cook. However, the company did not detail exactly what Deneve's job would entail.

An Apple spokesman said that the company was thrilled to welcome Deneve.

Deneve is well-placed to ensure that iWatch has the design appeal to take on brands such as Rolex in the luxury chronograph market.