Jony Ive said that he and his team immersed themselves in the history of horology, the art of timekeeping. Though the Apple Watch is a undeniably complex and advanced piece of modern technology, Ive noted that it was nonetheless crafted with a great sense of deference to the science of traditional timekeeping. In fact, during the design process, Ive told BusinessWeek that Apple "invited a series of watch historians to Cupertino to speak, including French author Dominique Fléchon, an expert in antique timepieces.