It's certainly a possible area some watchmakers may explore in the future.
Not everyone (public / consumers) wants to feel they are wearing a computer with a screen on their wrists.
Like Books, and Papers, there will always be those who love a real mechanical watch. These things are all about your own personal taste.
I've no doubt that there could easily be a future market for what we might think of as "Real Watches" but have an overlay, that's invisible for the most part, but can come into view for things such as notifications or other information when needed.
This is something I feel many here are not yet actually "GETTING"
There does not have to be a Winning Watch.
Apple does not have to win anything, no one has to beat Apple.
Not everyone will want what Apple is offering, There is a potential huge marketplace out there for hundreds of different watches offering different people what they need.
The trick is going to be, who can offer "Enough" for most people and spread this "Enough" across the widest range of devices.
They could be seen, in the long term as the winner of this type of product.
Apple could well be the technically most advanced, but this is not a games console or PC war, it's a watch with some notifications, and not everyone wants or needs the technically most advanced.