Apple has hired the sales director of luxury Swiss watch maker TAG Heuer to help with the launch of its new iWatch, as the technology group intend on using the prestigious "Swiss made" label to market its new gadget, the head of LVMH's watch brands Jean-Claude Biver told CNBC.



Biver said the watchmaker's sales director left as recently as last week, "to take a contract with Apple" in order to launch the iWatch. LVMH owns Swiss watchmakers TAG Heuer, Hublot and Zenith.



Apple was not immediately available for comment.

Read MoreTime is ticking for Apple to announce an iWatch, say analysts

The Californian tech company, which is rumored to be releasing the hotly anticipated iWatch later this year, has tried to poach a number of employees from high-end Swiss watch makers without much success, according to analysts.

