Old-school watchmakers push smart features to counter Apple Watch

Watchmakers, caught off guard by the success of Apple Inc.’s smartwatch, are now trying to keep pace with changing customer tastes by introducing messaging alerts and other high-tech features to traditional watches.

Brands including TAG Heuer, Swatch and Fossil Group are working with Apple rivals such as Alphabet Inc.’s Google and Intel Corp. to offer their own smartwatches or hybrid versions that offer smart functions while retaining traditional design.

Global shipments of Swiss watches steadily slipped after the first Apple Watch was unveiled in 2015, a dip compounded by a slump in China sales. Despite picking up in the past two years,