Could you imagine the situation they were in as the most high-tech watch company in the world? For mainstream relevance you now have to anchor yourself to a smartphone platform that is either a) hostile to your very existence or b) completely abandons their platform and leaves you and your customers out to dry.
I know people complain about car manufacturers being hostile to CarPlay and Android Auto. But I think in the long run, the executives are being smart. Looking down the history of other companies that turned over responsibility of their user experience to tech companies - there's not a good track record of long-term successes.
I still think about the way the CEO of Nokia back in 2010 described what it would be like for them to abandon their in-house OS for Android: "Peeing yourself to stay warm".