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All About The 18k Gold Apple Watch Edition

All About The 18k Gold Apple Watch Edition Hands-On

The Apple Watch Edition models with their 18k gold cases have proven to be one of the most widely discussed tech items of 2014 and 2015. Both provocative and controversial, the gold-cased version of Apple’s new smartwatch is an interesting product that nevertheless causes tension in both the traditional tech industry as well as the luxury industry. However, I posit that the Apple Watch Edition is one of the least understood technology/luxury products of today, and it fits nicely in an open niche that Apple has correctly identified. On April 10th, 2015 – “Apple Watch pre-order day” – I visited the Apple Store here in Los Angeles at The Grove, one of the select Apple Store locations around the world where customers will be able to actually purchase an Apple Watch Edition. Let me tell you more about this interesting product and what the experience buying it will be like in comparison to the steel and aluminum versions of the Apple Watch.

I first went hands-on with the Apple Watch back in 2014 here. There, I established that the Apple Watch was an excellent item from a hardware perspective and, in my opinion, would meet the expectations of not only Apple lovers and other consumer electronics buyers, but also of luxury watch fans. We’ve established that the Apple Watch wearing experience is very good, and the components that Apple uses are really top notch in the scheme of smartwatches. Apple is clearly trying to appeal to the highest-end of the demographic. With the Apple Watch Edition, they are further appealing to the higher-ends of the overall consumer demographic who are familiar with and accustomed to luxury products.

All About The 18k Gold Apple Watch Edition Hands-On

I’ve been asked dozens of times what I think about the Apple Watch Edition, and I have yet to say anything negative about it. Perhaps my time in the luxury space has softened my senses when it comes to the shock of prices and decadence, but I am familiar with why people want luxury and what they are looking for. Why does the Apple Watch Edition exist? I will tell you in one simple statement: so that people who are currently wearing a gold watch do not need “downgrade.” Apple is saying to consumers at the high end “we know you like luxury products, and we know you like Apple products. So rather than ask you to give up your preference for precious materials in order to wear our new wristwatch device, you can still have both.” It is just that simple, and if the Apple Watch Edition does not appeal to you, then you are literally losing nothing by purchasing an Apple Watch Sport in aluminum or an Apple Watch in steel.

Apple is the first one to remind people that the software experience with the Apple Watch Edition is exactly the same as that with the other Apple Watches. What are the differences? Well they aren’t really technological, but rather part of the buying and ownership experience. Perhaps most important is a special concierge service that Apple Watch Edition buyers will get which isn’t available to Apple Watch Sport and Apple Watch steel customers. First, you are assigned a dedicated Apple Watch specialist who sticks with you throughout your process of learning how to use the Apple Watch, and who is available for technical questions. More so, you get access to a special 24-hour concierge support related to anything regarding the Apple Watch. This special service (as I understand it) comes with the Apple Watch Edition and is only available to those customers.

All About The 18k Gold Apple Watch Edition Hands-On

I don’t know the specific name of this Apple Watch concierge service, but I like to think of it as an exclusive extension of Apple Care. It is really about service, and one of the most important lessons Apple learned about the luxury buying experience is that the quality of human service available both during and after the sales process is key to customer satisfaction and retention.

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Anyone can buy the Apple Watch Edition online. Apple has mentioned that they will use a courier service to deliver the Apple Watch Edition or customers can order online and pick up their products at one of the Apple Store locations that carries the gold Apple Watch Editions. At least at first, Apple has selected its better-situated Apple Store locations to carry the Apple Watch Edition – so, again, not all Apple Stores will have them next to the other versions of the Apple Watch.

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

The Apple Watch Edition also comes with a special box that doubles as a charging station. There are two colors of the box which are blue and a soft, light gray. The boxes are meant to be used as a way to protect your Apple Watch Edition while charging it, or perhaps while traveling as well. There is a Lightning cord port in the back of the box. Apple also includes the standard magnetic charging dock and cable with the Apple Watch Edition – so it basically comes with two charging options, while other Apple Watch models only come with the one charger.

The Apple Watch Edition further comes in either 18k rose gold or 18k yellow gold in both the 38mm-tall and 42mm-tall sizes. I found it interesting that Apple made both gold versions available, because in the watch world these days, 18k yellow gold is actually uncommon (compared to rose gold). As you likely know, Apple has created their own form of 18k gold alloy which they claim is much harder, and thus, more scratch-resistant than normal 18k gold. This really makes a big difference in regard to how the Apple Watch Edition case looks as the item wears over time.

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

Further, 18k gold is also used for the hardware in the straps which come with the Apple Watch Edition. In fact, the difference in prices between the Apple Watch Editions is entirely dependent on the amount of gold in the case as well as in the buckles. For that reason, the 38mm Apple Watch Edition with the Modern Buckle strap costs $17,000, which is $2,000 more than the $15,000 42mm Apple Watch Edition with the smaller Classic Buckle.

It is also my understanding that Apple is offering an enhanced warranty for the Apple Watch Edition as part of the premium price – and this is before purchasing AppleCare+. Rather than one year of hardware repair coverage and up to 90 days of complimentary support (which comes with the Apple Watch Sport and Apple Watch), the Apple Watch Edition comes with two years of hardware repair coverage and up to two years of complimentary support. Want even more? AppleCare+ for the Apple Watch Edition adds an extra $1,500 to the purchase price (as opposed to $69 for the steel or aluminum versions of the Apple Watch) and gives the Apple Watch Edition a total of three years of coverage and additional “incidents of accidental damage coverage” for $1,000 each. Basically, if you smash up your Apple Watch Edition – up to a few times – Apple will repair or replace it for $1,000 if you have AppleCare+. Again, this service fee is $79 for the steel and aluminum versions. As you can see, there is a very real cost difference for gold.

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

So that all more or less explains what you get with the Apple Watch Edition in comparison to the other models. So changing topics a bit, why all the hate? With the Apple Watch Edition product available soon, Apple is now feeling the “luxury hate” which many brands who sell expensive items are subject to, because most consumers simply don’t like the idea of products being classist simply for the sake of classism. The Apple Watch Edition is just that, a version of the Apple Watch for people with more disposable income, and for that reason, it causes consumer resentment. Anything specifically designed for consumption by some, and not everyone gets that response. It is just part of human nature.

A lot of that consumer resentment is founded in logic and in some way is amplified when things appear on the outside to be “excessive.” Many people reason that “even if I save up for an Apple Watch Edition in gold, Apple will still release a new version of the Apple Watch down the road and I’ll be pressured to upgrade like everyone else.” The sentiment is that the Apple Watch Edition is a bad value, because it is likely to be an investment that does not appreciate or sustain. Frankly, that is beside the point when it comes to the Apple Watch Edition’s primary demographic, but let’s talk about this for a bit.

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

Traditional watch lovers become upset because, for them, getting a gold Rolex today is the investment in a product that they can wear today and tomorrow with more or less the same experience. The luxury watch industry has made an excellent point to consumers that because watches aren’t getting any more obsolete, there isn’t a worry of them losing functional value. Apple, in a way, can make a similar argument. True enough that with care, your Apple Watch Edition bought today will do the same thing years down the road. People say “it will be trash in two years.” Well, what they mean to say is that “everyone is pretty sure something more technically or functionally advanced will be available in two years, and because I will want that, and because Apple will want me to have that, I will be asked to spend another $10,000-plus, which is a lot more difficult to stomach than a few hundred bucks.”

So, as I have said, the traditional watch industry actually benefits from the fact that technological advancements in horology are merely modest and incremental, with their products remaining… more or less of similar salience in the future as now. The technology industry hasn’t had as much luck convincing consumers that anything they buy should be considered useful for more than 2-5 years… and for good reason. The Apple Watch Edition is really an intersection between the world of consumer electronics and luxury items, and this type of cognitive dissonance is to be expected, but it isn’t really something I think Apple needs to worry about. At the end of the day, the Apple Watch Edition is still actually a pretty cool object.

It sounds cliche, but the reality is that most people buying an Apple Watch Edition aren’t going to be terribly bothered by the notion that they will want to get another one 12-18 months down the line when an upgrade is available. Furthermore, there will likely be some third party willing to buy it for a few thousand dollars when they want to update, assuming they want to sell it. Gold is still gold, after all, and it has inherent value that will persist.

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

So if buying the Apple Watch Edition sounds like a terrible idea to you – then it probably is. Skip it and go with a steel or aluminum Apple Watch which will be functionally equivalent, and you won’t lose out on anything but the experience of wearing that really rare object which is a gold gadget. Nevertheless, a lot of people want the Apple Watch Edition – and isn’t that the point? I would bet that given the opportunity to wear an Apple Watch Edition, very few people would turn it down. Maybe they wouldn’t spend their own money, but deep down, they like the idea of wearing a gold wrist device that marries both technology and luxury in a way that says “I’m modern, and I don’t have to care about money.” Yeah, that is luxury – and it is meant to make people who have it feel good, and people who don’t have it feel a bit envious.

I am around cool expensive stuff I can’t afford all day long. It doesn’t upset me, and I just want those things to be solid products that aren’t scams or meant for totally ignorant consumers. The Apple Watch Edition isn’t even that expensive for gold watch. In fact, it is a rather fairly priced gold watch. Apple isn’t losing money on the Apple Watch Edition, but it isn’t exactly where they are recouping their Apple Watch R&D investment. If you buy an Apple Watch Edition, you probably know that sooner or later, there is going to be a new model you’ll want to upgrade to, but in my opinion, you aren’t being reamed on something which is, per se, “overpriced.”

All About The 18k Gold Apple Watch Edition Hands-On

All About The 18k Gold Apple Watch Edition Hands-On

Apple hasn’t mentioned what the production numbers for the Apple Watch Edition are, but we know that they are making far fewer of them than the Apple Watch Sport or Apple Watch. These aren’t just going to be more expensive Apple Watches, and they are going to have actual exclusivity to them. The question you need to ask is what you are going to think when you see that first person out in public wearing an Apple Watch Edition. You’ll know exactly what it is and what it costs. Will you hate them? Disapprove? Wonder at what other watches they own? I am actually excited to see how the Apple Watch Edition helps get people noticing luxury watches again – which I think will be a very real thing.

You’ve probably read that buying an Apple Watch at an Apple Store isn’t exactly like buying their other items, such as computers and phones. That’s true. People need to go one-on-one with a specialist who is trained in not only how to use the watch but how to size it and help people choose the one that is right for them. Not only are there something like almost 40 Apple Watch models, but things like the straps come in different sizes. For that reason, I think Apple is smart to at least try and funnel people into a personal conversation as Apple Watch customers. More so, the Apple Watch has a very real learning curve compared to something as intuitive as the iPad or iPhone. But honestly, it is just as fun to use and not that hard to figure out (thankfully).

All About The 18k Gold Apple Watch Edition Hands-On

I’ll say once again that I fully anticipate the Apple Watch to be slow on the uptake with consumers due to its price and complexity. With that said, once people start to learn more about the watch and how it works, I think consumer adoption will happen in larger numbers. Apple knows this and is cleverly using the less than typically massive numbers of new Apple product customers to carefully curate a learning and buying experience for the Apple Watch. With the level of hands-on attention, and having someone actually put the Apple Watch on your wrist for you (as they do in most luxury watch stores), I would say that buying an Apple Watch is very much an experience that is borrowed from both Apple’s own customs as well as from the world of fine timepieces.

I am not going to tell anyone to buy or not buy the Apple Watch Edition. Anyone interested in the 18k gold Apple Watch Edition fully understands the value proposition and what it means to buy an Apple product. The quality is excellent, and the experience is refined, but they will eventually feel inclined to upgrade. A lot of people have zero problems with this and are ready to put the Apple Watch Edition next to their other luxury products which they are already comfortable buying. What I don’t anticipate is people stretching themselves to buy the gold Apple Watch Edition when they aren’t people who normally buy gold things. This is the Apple Watch for the 1%, and that’s all there is to it.

Once again, price for the Apple Watch Edition with the Sport Band is US$10,000 for the 38mm version and US$12,000 for the 42mm version. The 42mm Apple Watch Edition with the Classic Buckle is priced at US$15,000, and price for the 38mm Apple Watch Edition with the Modern Buckle (not shown in this article) is US$17,000. store.apple.com

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  • Borys Bozzor Pawliw

    Superb analysis: it answered a few questions I have had about this for a while. The Rolex I got in 1996 is still performing flawlessly and is a beloved beater: mobile phones more than 2 years old get put in my “dead tech drawer”. But with this, Apple may well be able to find a new niche of luxury consumer technology, the one that Vertu has tried to create.

    And speaking of Vertu, they actually pioneered this connected device concierge concept. Will be interesting to get the views of people who have experienced both…

  • NicholasFung

    I’m sure people are bound to disagree with your opinion on the Edition but it is definitely the best review and clarifying article about the premium apple watch. Excellent writing and I do hope you’re right about the Edition opening up people’s eyes to luxury watches again. Couldn’t afford the Edition, but I have the apple watch is coming in two weeks 🙂

  • BCoidan

    mikejulietbravo watchville it’s the wrong shape, it’s the wrong mechanics and it isn’t a watch #itsacon

  • kiwi 99

    I can confirm that the Apple Watch (and the Edition version) is opening people’s eyes to the luxury watch market again, because I’m an example of that. I never would have visited ABTW prior to the Apple Watch.
    But now that I have, and now that I’ve look at the watches on review, I totally get it. Yes they’re all beautiful and I love them all.
    But not being a 1%-er, I can’t afford them. But I can afford an Apple Watch.

    And yes, superb writing in the article. Ariel’s writing is always superb.

  • I_G

    It’s a nicely designed object but still a computer in a gold case. Why would you put a plastic/silicon/whatever soon obsolete computer in a gold case? Anyways I guess the gold version will be a hit among rappers, arabs and media celebs.

  • My issue with the statement “Gold is still gold, after all, and it has inherent value that will persist.” is that gold in watch cases and buckles is marked up greatly (no surprise, all components are marked up). So the melt/recycle value of a gold Apple Watch won’t be anywhere like the retail price when new. This is true of all gold watches of course.

  • gadgety

    “If you buy an Apple Watch Edition, you probably know that sooner or
    later, there is going to be a new model you’ll want to upgrade to, but
    in my opinion, you aren’t being reamed on something which is, per se,
    “overpriced”
    Well, the problem is there is a $325 version that does the same, and looks almost identical. You won’t find that among the other $15.000 watches. In addition, despite your discussion of this point, the Apple Watch will be redundant in a couple of years. Old tech.

  • gadgety

    MarkCarson I agree. They should bring out a fat gold bracelet to carry some clout.

  • gadgety MarkCarson And lots of diamonds. They need an iced out bling version for the (c)rap stars.

  • kiwi 99

    gadgety “there is a $325 version that does the same, and looks almost identical”
    the aluminium case looks almost identical to the gold one? I think not.

  • nunomaiaGMR

    I don’t agree with the article findings. I see the regular Apple Watch as a cheap watch. From the reviews it seems it works as a cheap watch, or a cheap device (apps lag, close itself etc.). The rationale for Apple with the Gold edition is to try that people perceive the Apple Watch as a more expensive and desirable thing than what it really is. This is an important thing in fashion objects generally and watches in particular. So we will see the gold edition featured in magazine ads, fashion photo editions, eventually celebrity endorsement, etc. This is just marketing investment. That is the whole point of the gold Apple watch edition.
    Regarding the regular Apple Watch I see it as a cheap watch. I look at it the way I look at some cheap Fossil chronographs. Some I find really cool but in the end I remind myself that fortunately I can afford a better more expensive watch. I can afford an Autodromo Prototipo or a Certina DS2 precidrive if I’m looking for a quartz chronograph. And actually, I can afford a mechanical chronograph, It’s a good thing that I’m fortunate enough to not care about Apple Watches, Michael Kors watches, Fossil watches or whatever.

  • I_G

    kiwi 99 gadgety Get it gold plated and BINGO! you have an “Edition” for $400 LOL

  • kiwi 99

    I_G gold-plating aluminium makes it solid gold? nice!

  • I_G

    kiwi 99 No, Einstein, it makes it look like! LOL

  • gadgety

    nunomaiaGMR “This is just marketing investment. That is the whole
    point of the gold Apple watch edition.”
    I agree completely.

  • I_G

    MarkCarson And whale penis leather strap for connoisseurs!

  • Gold, steel, aluminum, whatever: I can’t get past how unattractive it is and how ungainly it looks on the wrist. If people want a gold iPod just so they can say it’s gold, that doesn’t concern me in the least. But I would at least want the form factor to be agreeable.

  • WiZARD7

    A chinese made quartz toy, in gold case.
    Not a watch.

  • Grinnie Jax

    So boring

  • phsjacob

    I’m sure, in 50 years, this device will sell for more than $17000 because of it’s collector value.  However, I do think it’s sad that these devices will probably become practically obsolete in a few years when the next version comes out. This is contributing to the throwaway, high-waste 21st century culture. It’s not a good trend.

  • kiwi 99

    phsjacob in practice, Apple products tend to get passed down through families, and they keep going for ages. They don’t suddenly stop working just because a more capable model has arrived.
    And if you want to recycle an Apple product, you can take it to an Apple store to do just that.

  • DanW94

    You can put lipstick on a pig but it’s still a pig……..

  • bnabod

    Amazing how one can write so much about the same thing. ok the apple watch is coming, it will be available in gold, blah blah blah. It is not particularly pretty it will be out-teched in a year…. is it even water proof? doubt it. but whatever go AAPL go, sell millions of that sucker, I need the stock as part of my retirement fund.

  • shorelawyer

    The Mercedes, Porsche or other six figure automobile that you buy today will be obsolete in a few years. A high end automobile performs the same function as an entry level automobile. You can buy a Hyundai made to look like a BMW. Flying coach will get you to the same location as flying first class or having your own personal jet. People will buy luxury brands for any number of reasons. There is nothing inherently good or bad in the choice – it is a personal choice. It is their money. If you like it, and can afford it, then buy it. If you don’t like it and/or you can’t afford it, then don’t buy it. However, the criticism that non-luxury brands perform the same function as non-luxury choices or that technology changes seems to miss the point of any luxury brand in any sphere of life.

  • Ulysses31

    The reviews from a multitude of industry professionals are in – and they are all mixed.  A laggy, confusing interface, assaulting the user with a multitude of irritating notifications that distract you while you are in the middle of something else are just a few of the most common complaints.  Battery life obviously is another.  Only here, on ABTW, do we get this continuous stream of toadying with regards to this device.  Computer components depreciate rapidly – any value that remains in an old gold Apple watch would be in the scrap value of the metal.  Anyone who wants a reasonably priced experience (in aluminium or steel) will find their device as good as worthless after a few years.  Seeing all the price stratification just reminds me that Tim Cook is a bean-counter who is good at maintaining profitability but has no talent or instinct or vision for the future of Apple, and the sooner this desiccated mummy steps down, the sooner we’ll see new products from Apple that actually stir some passion in customers.

  • I_G MarkCarson And like a divers extension, you can rub the leather to make it longer.

  • kiwi 99 phsjacob Nothing like impressing your 18 year old with a Mac from 1989. “It’s a family heirloom son, use it proudly.”

  • WillyChu

    Wear at your own risk?

    Can the Apple Watch be worn only occasionally?  Many of use have several watches, which we wear either in a rotation or based on what fits a certain stylistic or functional need for the day.  What if you started by only wearing the Apple Watch on the weekends or maybe only at work from 9-5.  If you are the type that is constantly pulling out your iPhone and waking it up throughout the day, what if the Apple Watch starts becoming indispensable?

    Many reviews point out that the true “killer app” of this device is not any particular function, but how it gives you back your time.  With a glance you can dispatch texts and emails without having to fish out your phone every time.  You can ask if it’s going to rain, or add something you just thought to the grocery list, or text someone that you’re on your way.  All with the convenience and unobtrusiveness of flick of the wrist.

    When you’re out to dinner wearing your elegant Patek, but you keep getting interrupted by incessant notifications from the iPhone in your pocket or purse, would you ever wish you had chosen to wear the Apple Watch that evening?

  • ScubaPro

    It cracks me up that so much reading real estate is being devoted to a device which is still completely trying to find a purpose for its existence. As for the styling, it looks like a prop from “Sleeper” and honestly you have to be a hard core geek to think this is a device you need. At least a good luxury watch has some value to it over time, but a watch with a case that looks plated and you have to plug in every night just to work, not to mention have your phone with you should you venture outside for it to do anything? Honestly, this really has become satire.

  • phsjacob

    kiwi 99 phsjacob Their functionality, however, diminishes as tech support fades out. Your average 3-hand mechanical watch, however, keeps working the same as it always did.

  • shinytoys

    Ariel, How you love to break balls! You got my vote for “Fire Starter of the Week”.

  • TomBew

    >> Apple Watch wearing experience is very good <<
    Have you ever noticed significant “lag” or “pause” while using it?
    Judging from a superficial look around, many non-Apple-fanbois web reviews see this as a significant issue.
    And <24 hour battery life is obviously another issue.

    BTW, just how much do the 18k components (case) weigh? … just curious what the markup calculates to …..

  • Jorge Rodriguez

    I predict an upswing in gold-plating services…

  • ganguli12345

    DanW94 LOL….point 😛

  • ganguli12345

    phsjacob I think that device might just stop working after…..say 10-15 years.After all,it’s just a mini iPhone which cannot be used to make any calls 😛 So,who is gonna buy it? Maybe the company itself 😛

  • BacoNoir

    Buying any version of the Apple Watch seems senseless to me. I already feel over connected with just a smartphone. This snese that we are expected to be available 24/7/365 has really ruined the quality of life IMHO.
    Add to this that having the watch connected to the phone will put a further drain on the phone battery, which with the new activity tracker built in and turned on is dismal. NO THANKS, NO WAY, NOT EVEN REMOTELY INTERESTED.

  • Rdilucchio

    I give it less then one week and someone will be offering Gold plating services for the cheap models

  • Grinnie Jax
  • Grinnie Jax

    Gold words!

  • Bothellcowboy

    Spot on. Our society is robbing itself of peace.

  • Evitzee

    “The Apple Watch Edition isn’t even that expensive for gold watch. In fact, it is a rather fairly priced gold watch. ”

    Oh dear, I’m afraid Ariel has let the mask slip and is showing his true feelings.  Ariel is a person who has been amused by the mechanical watch industry (all those gears, wheels and stuff) but deep down he is a techie at heart and is willing to throw the musty, dusty mechanical watch over now that Apple has shown us what a REAL, MODERN wrist watch should look like.

    I don’t think Ariel has any idea of how much gold is in an Apple Edition watch or he wouldn’t have made that statement which is foolish.  In fact there is about 36.3 grams of 18k gold in the 42mm watch.  When you crunch the numbers you will find that there is about $1,050 worth of gold in the case, yet Apple is charging a huge premium for that gold.  The 42mm steel model is $700 so the gold edition is worth $1,750, yet Apple is charging $15,000 for the experience.  That is a 21.4 multiplier ($15,000 vs $700), can anyone name ANY Swiss watch with that kind of a crazy multiplier?  Yet Ariel things it is fairly priced.  Nonsense.

    Apple is trying to play in the tech industry and try to straddle into the luxury industry at the same time.  It will not work.  People like Apple products because they are a egalitarian luxury….high quality at a high price, but the admission is the same for everyone.  With this product Apple is shoving peoples noses in the fact that SOME people will be able to get an even flashier Apple product with better service, better warranty, and a snooty appearance as well.  “I am superior to you, the owner of a lowly steel watch.  I can afford GOLD”.  We’ll see how that plays out.

  • Evitzee

    TomBew  There is a little over $1,000 worth of gold in the 42mm size case.  Apple is marking up the gold version to silly levels.

  • Bothellcowboy

    Let’s see, should I buy the Apple gold glob for $17k, or should I indulge in a Panny AND a nice Omega? Easy decision.

  • Evitzee “In fact there is about 36.3 grams of 18k gold in the 42mm watch.”

    [citation needed]

  • BacoNoir actually from what I understand, the whole point of the watch is to free you from the ‘overconnected’ feeling – you’re not constantly digging your phone out of your pocket to check if a notification needs responding to, but instead glancing at your wrist and probably dismissing it to the “deal with later” pile.
    The idea is to keep you more engaged with the physical world around you than if you just used your phone, apparently.

  • Evitzee
  • phsjacob kiwi 99 for a few years until it needs a service and the replacement parts aren’t made any more.

  • tomfgoodwin

    tim aBlogtoWatch I think we need to make a huge distinction between the 1% in old world areas and new world.I’d hate to wear it. #crass.

  • tim

    ICYMI: my ?Watch Edition “try-on experience”- “it’s definitely not for the masses,” as an Apple Store rep told me http://m.ft.com/cms/11e6d64e-dfc2-11e4-a06a-00144feab7de.html

  • Catarino

    tim aBlogtoWatch Anchoring doing its magic.

  • tim

    Catarino anchoring?

  • Catarino

    tim if you want to sell a $100 product you also launch a $1000 one to get people more comfortable about spending 100

  • Catarino

    tim on something they don’t really need.

  • Catarino

    tim I reckon 10.000 is a bit extreme. But the point is, Apple doesn’t really need the 10.000 market. They’re just making sure that

  • Catarino

    tim the cheaper ones get sold.

  • tim

    Catarino ah yes absolutely

  • tim

    Catarino “the golden anchor”

  • Catarino

    tim well, yes we can call it that now 😀

  • Carlos A. León-Bocanegra Jr.

    Good insight on this story. Your points seem valid.

  • Jack_C1024

    So – I just got back from my apple store appointment to try an apple watch. I did preorder the stainless with the black leather strap. As an IT guy I was thinking it might actually be a good match for my combination watch and gadget hobbies.  

    Lets just say I’m underwhelmed. The watch itself seems well made, but the demo models only had the demo software, which was a disappointment – I guess they still have a development sprint to go before the production ready software ships.

    What really struck me is  just how small the thing is – It looks positively huge in pictures, but it is really really small – It was actually much thinner than I expected as well.  The 42mm is on the order of a DateJust in square shape (42mm x 36mm wide). The 38mm is positively teensy.  The leather strap looks like 18mm and the (very very well made) rubber strap looks like 20mm.

    On my 7.25 wrist I’m just not sure I’d be happy with it – and the screen sure is small for these mid 40s eyes.  Since this watch is sized top to bottom rather than horizontally – I think a 45 or even a 48mm would be more to my liking.

  • Colin101

    The gold Edition is the ultimate consumer good, a hyper-expensive gadget that will be completely out of date and thus tossed aside within two years. I’m keen to try an Apple Watch simply because of the conveniences it offers. I can afford better than be aluminum sport but why on Earth would I want to pay more for something that won’t outlast my current phone? I doubt that many who would buy the Edition would ever consider and actual heirloom from Patek or Rolex et al as they’re probably the shallow type.

  • Humanloop

    There are not many Porsches that are “obsolete.” Even vintage Porsches give phenomenal performance, and still cause a sense of joy and excitement. I don’t see a smart watch in gold being exciting or giving a worth while experience years and years down the road. That may just be me though. I’ll be thrilled with an old Porsche; I’m not even thrilled with an Apple watch now!

  • Colin101 Yeah, the gold Apple Watch reminds of the (short lived) iPhone App “I Am Rich” which did nothing except cost a lot and was a visible symbol of conspicuous consumption. A faux luxury good if there ever was one.

    http://en.wikipedia.org/wiki/I_Am_Rich

  • Evitzee Yes the mark-up for the gold case is crazy (and I’ve already commented). But insane mark-ups on precious metal cases is nothing new for watches. An additional $20K for a gold case is not unheard of for high end watches. Heck some times you see that much price difference between gold and platinum cased watches (which are roughly the same material price – today gold is $1206 and platinum is $1169). I think Apple is just more than willing to cash in on the already supported (stupid) mark-up for precious metal cases.

  • Grinnie Jax Maybe they would have done better if the did not have such a Chinese sounding company name and did not say “Best” four times in a row.

  • WillyChu 
    “When you’re out to dinner wearing your elegant Patek, but you keep
    getting interrupted by incessant notifications from the iPhone in your
    pocket or purse, would you ever wish you had chosen to wear your rose
    gold Apple Edition Watch that evening?”

    Well, not actually not. If I were having a nice dinner and wearing a Patek the last thing I would want is a notification that someone posted a photo on Facebook of a plate lunch they are having at the same time. (Plate lunches are consumed any time of day in Hawaii).

  • KPOM

    Jack_C1024 I actually like the fact that it’s smaller than it looks in the pictures. I went with the 38mm Classic Band, more because it had an early shipment window when I placed my order, but when I tried it on today I was pleasantly surprised. It looked unassuming and professional. If anything, it was a little plain, but I’ll probably get the Milanese Loop band, as well. I looked at the 42mm but it seemed a bit big on my wrist.

  • KPOM

    Evitzee The markup is no worse than what Burberry does for 18kt gold watches with $12 quartz mechanism inside. They charge about $500 for a stainless steel, $3500 for gold plated, and $14,000 for 18kt gold for essentially the same watch.

  • fer557

    I had a try on appointment and the 38mm is small, I currently wear a 38mm and since apple measures top to bottom not side to side it was small, but not too bad. The 42mm is actually a pretty good size, a tad big, but very comfortable. I originally pre-ordered the 38mm in sport version now I’m thinking of ordering the 42 in steel. The steel is very nice on par with swiss cases of the same price. The straps are w/o a doubt amazing. The sport strap is crazy comfortable, the use of magnets is very convenient. My mom went with me and she has NEVER owned a watch. She later pre-ordered a 42 w/milanese bracelet. she thought it was comfortable and not heavy and she doesn’t even know exactly what it does but she liked the way it looked as an accessory.

  • fer557

    Colin101 I don’t think owning a gold apple watch necessarily makes you any less shallow than owning a gold rolex or patek.

  • One pays 5 figures for a good watch, yet, unlike traditional 18K gold that’s an alloy with silver and noon precious metals, instead of coming with 75% of the volume in gold, only 30% of its volume is gold.

    And yet even such lousy cases and straps are not enough to criticize the Apple Watch? There goes objectivity…

  • fer557

    Evitzee you think the markup on a new gold rolex day-date isn’t as high as the apple watch?

  • MarkCarson Colin101 At least Apple removed such an idiotic app from its store. Will it remove the “I am rich” watch from its store too?

  • Rdilucchio Which are probably going be the only golden Apple Watches seen in the wild by almost everybody.

  • DanW94 You can even try to gold plate a pig, but it’s still a pig, or maybe bacon after the process is fine.

  • phsjacob Semiconductors don’t last 50 years due to self oxidization. Iow, in 50 years it’ll be a brick.

  • shorelawyer Flying coach gets to the same place at the same time as business or first class, only you’ll feel like you went through a meat grinder, unlike those who got to rest without someone else’s elbow in their ribs.

  • shorelawyer

  • I mean, the boxes that my watches came in were one better looking than the other, though they all ended up in the closet out of sight. These boxes are cheaper looking than Altoids boxes and yet are in permanent display.

  • iamcalledryan

    I need one of these like I need a gold ipad – and gold socks.

  • johnro6659

    IMO the Apple watch will be Apple’s biggest failure. The biggest
    problem is they are not breaking any ground here, there are about a half
    dozen smart watches out there that do the same thing some that actually
    look nice. These will be a short lived fad at least with most of them
    ending up in a dark draw or sold for a huge discount on Craig’s List
    etc. As far as the expensive ones they will never be worth more than the
    cost of scrap gold several years down the line especially when they
    break! I am considered a techie by my friends and peers. I keep up on
    all the new stuff and the interest in this is fair. Of course Apple
    claims it has sold out but that is a marketing ploy. The stock they
    manufactured might have sold out to the distributors but the
    distributors will be the ones who get stuck with the unsold lot. My
    friend who work at the I Store and Sprint tell me not many people are
    asking about it and they are not planning on huge lines as with the new
    phone releases. One big problem is the cost at $359.00 with no
    incentives to lower the price there is no deals like with a 2 year
    service. I think if you want one bad enough all you have to do is wait 6
    months and they will be popping up on Ebay and other outlets for half
    the price or less. $17K for a novelty proves some people have more money
    than brains.

  • BJS314

    MarkCarson Grinnie Jax Mark who are you say? I mean, why do you say, say, say this?

  • BacoNoir

    It’s still an interruption and asks for your attention. Is looking at your wrist any less distracting thatn looking at your phone? Sure it takes less time, but it’s still an attempt to make you even more connected. I prefer dinners where we all ut our phones on the table and the first one to pick theirs up pays the tab. It forces people to engage with the friends they are with rather than 1/2 listen while multitasking on the phone.

  • BJS314

    In a year, you need to write a retraction stating how you were wrong on nearly every point as it pertains to this stupid, stupid idea called the Apple Watch,. lol

  • johnro6659 Depending on potential difficulties separating the gold from the ceramic alloy, it may actually be worth less than scrap gold. After all, one of the metals used in conventional gold alloys is silver, also a precious metal, a by product of the smelting process that’s worth saving, while the rest is just scum.

  • johnro6659 At https://mobile.twitter.com/gak_pdx/status/568310194406469632 it was estimated that the 42mm Apple Watch would contain 29g of 18k gold, which contains 75% of its weight in gold and about 60% of its volume in gold. Since Apple’s iGold has only 30% of its volume in gold, instead of recovering about 22g of gold and 5g of silver were conventional 18k gold used for the case, only about 10g of gold would be recovered from the Edition watch. 

    Unfortunately, though Apple is using half as much gold in the case as traditional watch makers, it charges a similar premium.

  • gea66gea66

    johnro6659 John, Your way way off. Apple never breaks new ground, they just perfect it. There were a zillion mp3 players before the iPod remember? I’ve seen and played with the Apple Watch, it’s easier to use and better put together than all the other smartwatches out there. 

    Your second point also makes no sense, what “distributors” ? The Apple Store? Enough said. 

    Like the article says ,the gold one is for people who already own gold watches. The only issue is that the gold content in the Edition is only worth around 2k. Whereas in a rolex it’s way higher. Because of this, I agree the Editions will be deeply discounted on ebay over time.

  • gea66gea66

    shorelawyer Spot on. Last time I checked a Casio keep better time than a Rolex.

  • gea66gea66

    Borys Bozzor Pawliw I’ve owned several Vertu phones, the phones are cool but with Open table, Uber etc.. why talk to a concierge? The tech lag on Vertu is big too. I got over them quickly.

  • iamcalledryan

    Name a steel Patek that isn’t just as expensive as gold, or more. People are still wearing gold rolexes and pateks that were manufactured over half a century ago – based on every other Apple product you can assume that this product will be obsolete within half a decade – totally different.

  • johnro6659

    gea66gea66 johnro6659 The Apple store is not the only source of Apple products by far, you can buy their crap from any one of a 100 or more retail distributors like Verizon, Sprint, T Mobile Best Buy, Radio Shack, Sears and YES even Wal*Mart these are the companies that buy the Apple products in hopes it will sell. They buy from Apple and Apple can claim it’s sold out but, how many do the retailers get stuck with and have to mark down?? I have owned Apple products there is NO perfection there at all.

  • Grinnie Jax

    Haha, you are right – hard to make it more cheesy than BEST BEST BEST GOLD. I would have better done: Best bEst beSt besT BEST!!!

  • Grinnie Jax

    Well, its a pity, but I see Apple finally succeeded: we have been debating here for 100+ comments already… Rarely any mechanical beauty gets even half of it…

  • Borys Bozzor Pawliw

    gea66gea66 Borys Bozzor Pawliw :LOL. You are right – I just never realised, that since when Vertu came up with this concept, so many innovative start-ups have emerged that provide 80% of the convenience of Vertu’s concierge for close to 0% of the cost. Funny how you start to accept things as normal when just a few years ago they were only available to a select group.

    As for tech lag, that is real, but isn’t it the same as saying that the tech lag on a Patek Phillipe compared to a Citizen F100 GPS watch is big too? It sure is in both cases, but perhaps that Vertu build, materials, (especially those amazing feeling keys), it’s amazing speaker and overall reception/sound quality is really worth it to some people…?

  • JPonce

    When was the last time a watch review here gets almost 100 comments in a day? Like it or hate it, the apple watch is a success for the Apple brand as a whole. It gets unprecedented exposure compared to other smart watches. Not that I personally will buy one.

  • Black Cat X

    johnro6659  “there are about a half dozen smart watches out there that do the same thing some that actually look nice”

    Clearly, you don’t know about the market.

  • Black Cat X

    BJS314 because what? You have one and you don’t like it?

    Poor iHater.

  • Grinnie Jax

    JPonce An unpleasant smell can be much stronger that pleasant one, so what? Just joking 🙂
    Apple watch already got more attention that Sony + LG + Huawei + Samsung + all other smartwatches together…

  • fer557

    johnro6659  Everytime Apple introduces a product there already is an equivalent product that does the same thing. Revenue from the apple watch will be more than a billion this year, probably a couple billion, and even more so next year. So I doubt it will be as big a failure as some of their other projects. I think they will depreciate no more than 30-50% after the first year. There won’t be huge lines on release day because Apple has purposefully decided not to sell them on release day at the their stores.

  • fer557

    iamcalledryan How does longevity of the gold watch relate to what I said? Are you saying that since a gold 30+k day/date will last forever, it presumably makes you less shallow or a better person than the 17k apple watch that will be obsolete in a couple of years? My point is, wealthy people don’t care if a product will last one year or a 100 years, if the product is what they want, they will get it.

  • kiwi 99

    you might want to check this blog’s editorial policies. Here you go:

    http://ablogtowatch.com/editorial-policies/

    Note the first point (they don’t take payments)

  • fer557

    How much gold do you think is in every other gold watch? A fraction of the retail price.

  • LarryVandemeer

    $17,000 for a watch that is the same as the $550 watch and will be outdated in a year??? In other words a $17,000 watch that will be worth $2,000 in a year to melt it down. ROTFLMAO… yeah… I’m sure the people who buy a Rolex get their watch outdated in a year too. LOL. Apple = outdated garbage.

  • SantiagoT

    That white strap does NOT look good on a male wrist. And it doesn’t look good on an Apple watch either, makes it look like Fossil watch or something. 

    Also, I don’t know when the “Changing Faces” clip was filmed, but it is any recent Apple should be worried with how alarmingly scarce the available options are, and so should be potential buyers. I mean for a product that has been in the making for what seems a very boringly long time now there should be so much more to offer.

    Which applies to apps in general. It will change in the future I’m sure but it sure does not look like much right now.

  • JPonce How’s it a success when most of the comments are negative. Unlike some say, when a brand becomes the butt of jokes, it’s not good to be spoken of.

    I don’t recall a product by Apple that got so much negativity before and at launch. Typically, its new products got good reviews and even their quirks were outweighed by its qualities. Not so with the watch, for here, in the hi tech sites, everywhere comments have been negative, even in fan sites.

    The watch will be a great disappointment to Apple. It’ll fail to captivate the public, though it’ll probably sell in great quantities, even if below target.

  • Ulysses31

    Grinnie Jax Makes you wonder if Ariel deliberately floods this blog with Apple opinion pieces because of all the revenue from the page hits.

  • Ulysses31 Grinnie Jax If only it were that easy to make money…

  • Ulysses31 Grinnie Jax Or maybe there is simply great reader interest in Apple Watches (and Rolex watches for that matter).

  • Quijote JPonce I think you are right. It may very well be a failure in terms of Apple’s expectations but will still sell in the millions of units the first year. And you are also correct that the non-watch press has reported a tepid reaction by the public so far.

  • Ulysses31

    aBlogtoWatch Ulysses31 Grinnie Jax An awful lot of sites make money that way..

  • Ulysses31

    MarkCarson Ulysses31 Grinnie Jax I’m not saying that is why he does it, just that it wouldn’t surprise me.  Most articles pertaining to this watch don’t really add much in the way of information that couldn’t be concisely communicated in a single paragraph.  Rolex is a little different – while I have no love for the brand for the most part, I can still appreciate the merits of some of their products.  They have proven themselves to be worthy of some praise.  With the Apple watch it is mostly spin – are the products exclusive?  No, they are having production problems so supply is limited – but you won’t see that in any article here.

  • Ulysses31 aBlogtoWatch Grinnie Jax It isn’t about that exactly… what people should be aware of is it isn’t just a matter of writing about the Apple Watch or topical news items that gets the views that pay the bills. The business is a lot more complicated than that. Frankly I think smartwatches are an important thing to talk about and I feel that in addition to traditional watches I would personally like to cover them. Perhaps surprisingly, it doesn’t bother me that there is an outspoken dislike of the Apple Watch or smartwatches in general. I respect and agree with what most critics say but I disagree they are deal breakers for the segment or this product. More so, whether smartwatches become a big deal or not I think any watch-fascinated audience should be aware of the happenings and news from the best of that world as it will effect the traditional watch industry in direct ways. 

    I’d love to share with everyone that Apple or any other technology watch maker is paying us to cover them, as that would make it probably a lot easier to grow the business. But that isn’t the reality. I wholeheartedly thank our wonderful audience for taking the time and interest to come to aBlogtoWatch each day and apply their attention and feedback. I hope that the community trusts us enough to curate and share what we feel is the most important and cool stuff in the industry and be aware that we don’t think everything we cover here should appeal to everyone. I love the variety which is the watch industry and its my hope to share that with you and everyone else.

  • Ulysses31 MarkCarson Grinnie Jax Those are all good points. I ask Apple, Rolex, and others a lot of questions they simply don’t answer – supply and production related topics among them in regard to Apple. The aBlogtoWatch team actually probably has more unanswered questions sent to the watch industry than ones which are answered. That is a lot of great stories we will never be able to write. It might not be obvious on the surface, but a lot of digging sometimes occurs with even the smallest bits of inside information. Having a crystal ball to see into the workings of more of these businesses would be fantastic, but since that doesn’t exist its tough to not publish information like that which a company itself doesn’t verify.

  • Borys Bozzor Pawliw

    It’s amazing how this site, which usually is a model of civility and smart, enlightening discussion about watch design, engineering and the whole business of horology, turns into something else as soon as we get into Apple smart watch vs all else debate? The language and vindictiveness mirrors that of what you get when it’s Android vs. iOS on other sites about mobile phones: you see flame wars aplenty. And I do find what Maan Fonzo wrote absolutely inappropriate, offensive as well as wrong. Congrats to all who put up with this…I just hope the increasing prevalence of the Apple watch won’t make this sort of language and tone a regular feature of the comments.

  • Ulysses31

    Borys Bozzor Pawliw Good catch.  I didn’t even see that comment until you pointed it out.  There was an earlier comment which i’d regard as anti-Semitic, but I wasn’t sure how to respond to it.  I know that unfortunately a lot of racial epithets are part of the vocabulary in the US (assuming he was from there).

  • BJS314

    Black Cat X BJS314 What the hell is an iHater? and why would any grown man use such a term?

  • WillyChu

    BJS314 I agree, it will be interesting to look back at all these comments.

    Apple has a knack for developing a product that you never new you needed.  When the iPhone was first introduced, it received many tepid reviews.  Very few saw the potential, but you would have to say touch interface smartphones with apps have fundamentally changed the way we interact with each other and the world.  It’s become ubiquitous.

    The reason is that iPhone is not just a phone, it’s a computer in your pocket. Only a small percentage of the time is my iPhone used to make phone calls.  In the same way, telling time is just a small part of the potential for the Apple Watch.  The disruption is not the uniqueness or quality of these early physical devices, it is the introduction of a new platform.  There has been a logical progression where computing power has moved from the room to the desktop, from the desktop to the lap, from the lap to the couch (iPad), from the couch to the pocket, and now from the pocket to the wrist.  (One day maybe we’ll have neural implants in our body).  We can argue about whether the Apple Watch is the best physical rendition of this concept, but I think as a new platform, we will one day wonder, how did we get along without this?

    It just happens that this piece of real estate on our wrist is already occupied by another device near and dear to ABTW readers.  As I alluded in an earlier post, wrist time is a finite entity.  How will this pie be divided?

  • Grinnie Jax

    STOP! This doesn’t deserve a record of 200 comments lol
    Let’s’ll save this award for a decent party

  • shinytoys

    Grinnie Jax I think we set a personal best for most comments on a universally loved product.

  • Grinnie Jax

    And what about others, who presented their smartwatches earlier? You are talking like Sony, LG, Huawei, Samsung et al never produced ones.

  • WillyChu

    Grinnie Jax I used Apple as an example because that’s what I’m familiar with.  My point was more about the concept of the wrist as potentially the next platform for our interaction with computers, not any specific manufacturer.  But I will say that Apple’s huge ecosystem and market clout does give it an advantage.

  • sealander

    Nailed it! I’m surprised at all the haters, because this is actually an excellent analysis of the luxury market. Despite what you think about the price, the Apple Watch will succeed largely because of the factors that Ariel described…

  • I_G

    fer557 “she doesn’t even know exactly what it does” LOL the hype works

  • JPonce

    Quijote JPonce The other day my colleague who have never worn a watch in his life told me he’s interested in Apple watch. I think the target customers for Apple here are those who do not care for mechanical watches, want something fun and have couple hundred dollars disposable income. I bet most of these people have never heard of ABTW or visited any watch blog, not to mention making comments in these blogs. What I mean is negativity in the press does not necessarily mean bad sales.

    I don’t think Apple watch is going to be a big success, but that’s not the point. Apple has opened a path into smart watch, with the biggest ripple so far. With the grow of investment and advance in technology, smart watch may someday mature into something utilitarian. And Apple will be part of it.

  • What part of this is supposed to make any sense?

  • AK74

    This thing is as stylish as a spoon. Everything’s smooth, straighty-roundey. I don’t understand how this could become fashionable.

  • thornwood36

    Wow…………so far 127 comments on this,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,thing.

  • kiwi 99

    AK74 that’s what this is all about really. It’s going to sell like hot cakes because it’s so USEFUL, to a lot of people. Not everyone, but a lot. And it’s going to be competing for the same wrist-space as a lot of fashionable mechanical watches. It’s going to grow the watch market, and it’s going to compete in it.
    In a way it’s function competing with form, and I do think some lower-end manufacturers will get damaged in the fall-out, but we’ll have to wait and see on that.
    More specifically, it’s square because you get a lot more information in that way. Form might have to follow function on that one.

  • AK74

    kiwi 99 It has some utility, of course, if you have iPhone. I don’t plan to own iPhone, so there’s no utility in this device for me.  My comment though was not about the function and form thing, it was about fashion. Apple products are generally well built and high quality in their category. However, as a fashion item I don’t think this item cuts it. The silliest Tiffany jewelry will beat this brick in terms of style and fashion appeal.

  • kiwi 99

    AK74 Yep, all fair points. Where it sits in the “fashionable” spectrum is obviously going to be a matter of taste (and probably the upcoming generation will have a different sense of that). I’m not sure that Apple were ever expecting to become high fashion, they were very much aiming to nail a watch. As far as fashion goes, I think they were more aiming to at least be credible enough to sit on people’s wrists.
    Of course whether or not they succeed in that, only sales numbers will tell us.

  • KPOM

    No one else tried to market a luxury version. Apple has gone all out promoting this as a fashion item.

  • ScubaPro

    AK74 Hey man, I once had a spoon that was way coo, from Six Flags Over Texas as I recall. Very ornate and kickass, just right for haut cuisine. So don’t insult me spoon with this dorky little box on a strap. I mean REALLY.

  • JPonce Quijote Not to disagree with you in any way. But I would offer that the original IBM PC (which was not the first personal computer) also brought legitimacy as a product category. Apple will do the same. However note that the personal computing has evolved (well at least changed) to cell phone and tablets from desktop systems for many consumers of data. The functionality that a connected, wearable device will bring may also evolve from the hotel bar of soap sized Apple Watch into other forms. Straps, Google Glass like devices, implants, etc. In the end, the Apple Watch may only steal wrist space in the way that the original IBM PC stole desk top real estate (before it moved to towers under the desk and then to the server room). But there will be disruption for a while for sure. Cheers.

  • nvjim Maybe but 30 years from now it will be worth more if it is still in the original box and never played with (like a Barbie). But in 20 years when the owner says “It was worn by Paris Hilton” (or anyone named Kardashian), Corey (Rick will be retired by then) will say “Who? Oh, yeah I think I remember her. Wasn’t her 15 minutes of fame over long ago?”

  • Grinnie Jax

    KPOM if you make a Chevy Spark from gold – it will cost like Pagani. But would it be as cool as Pagani? I mean Apple watch in gold costs like some Patek or Vacheron, but inside it is same cheap model!

  • Grinnie Jax

    Apple insults both parties: those who will get the standard model, will know that they are not wealthy enough to afford the TOP-proposal from the loved Apple. And those who will get the TOP-version, will soon realize that this is the same cheap garbage, just gold casing (which costs ~850$).

  • Grinnie Jax

    nvjim Grinnie Jax But if think a bit – it makes no sense. How the existance of same stuff in gold casing improves the cheap model? It doesn’t. May be its just me, but I have other kind of logic: if I can get maximal offer of the brand I like, I would better get it and be happy.

  • nvjim MarkCarson Yeah, who knew it would someday be the “Jackie O” wannabe former decathlete on the box.

  • nvjim Grinnie Jax Maybe if Apple had changed the case’s appearance then that plus the precious metal used might make it appear to be a different product in the consumer’s eye (while still having the same functionality of course). As is, the $17K watch looks like a different colored version of the cheap-ass one that every 15 year old will be wearing in a year. If it does not look “luxury” (whatever that is), then it’s going to be a hard sell. I know it’s a halo product (like show/concept cars are). But the gold Edition watch is too similar to the lesser models. Yyan Arpa might have the right idea (hideous as it is) with a new gold case iced out. The Vertu phone did not looks like just another Android phone after all (not that this is much of a example of how to do it right with a luxury tech item).

  • fer557

    Grinnie Jax nvjim the gold one doesn’t improve the cheaper models, but if your a kid and your favorite celebrity is wearing a gold one, what are you going to do? Go buy the same thing but in aluminum or SS. It makes perfect logical sense. I am not at all insulted knowing I’m not wealthy enough for the gold one and I don’t think anyone is either.

  • fer557

    Grinnie Jax car analogies don’t work very well, because a Pagani actually performs better than a Spark. No mechanical watch performs better than an Apple watch or a quartz watch. Further, by releasing a gold watch, people in general now identify a watch with economic status with first, a rolex; and second, a gold apple watch. so yes, I think a gold apple watch is perceived as cooler than a Patek since other than people who are into watches, the names Patek, VC, Lange, etc. mean nothing. Finally, I’m sure people who own a patek will also buy a gold apple watch. One as a beater the other when they want to look nicer.

  • kiwi 99

    Grinnie Jax I’m getting the steel one I think (can’t order it yet in NZ). I don’t feel insulted at all.
    And anyone who gets the gold one should already know that the insides are exactly the same as the other models (Apple has explicitly said so many times). If they really don’t want to spend the extra, they can get the steel one if they like.

  • Grinnie Jax

    kiwi 99 Grinnie Jax I think I should gold plate my portable drive, it looks like Apple watch actually:

  • kiwi 99

    Grinnie Jax ha ha, that is rather funny 🙂 
    But I must say I’m a little surprised at the number of people bringing up gold-plating as being in any way relevant to this topic. The Edition watch has no gold-plating going on.

  • kiwi 99

    Grinnie Jax I know nothing about gold. Here’s what Apple claims:
    http://www.apple.com/watch/apple-watch-edition/

    (click on the “Watch the Gold film” link)
    It takes 2 mins, and it’s Johnny Ive (some people find him irritating to listen to), but hopefully it demonstrates that this is no gold-plating exercise.

  • Grinnie Jax

    Half century passed and finally male accessories are looking like girly ones (totally no offense to Mr. Adams!):

  • Grinnie Jax

    kiwi 99 Grinnie Jax I know the difference between golden case and gold-plated case. Just final result looks the same.

  • kiwi 99

    Grinnie Jax I’ll accept the one on the left looks flasher, (although a fairer comparison would be if the one on the right had a similar face actually showing).
    Still, James Bond might be tempted by the 2015 one. Apart from being a walkie-talkie, phone, and general repository of information,etc etc, it keeps time to within 0.05 of a second of standard time at all times. Which might be important if you’re James Bond.

  • nvjim MarkCarson Grinnie Jax The case is somewhat different so while it used the standard Apple Watch guts, it does appear to be a different item.
    http://ablogtowatch.com/swiss-luxury-industry-handle-smartwatches-cheeky-watch-maker-proposes-option/

  • dirtdiver99

    It’s hilarious to me how grown adults get so worked up over the Apple Watch. Let me give you a quick education in capitalism: Don’t like it? Don’t buy it!

    Secondly, I see people constantly posting about the “gold value” or “gold melt value.” I’m going to take a wild guess that none of these people have ever actually weighed a gold Omega, Rolex, or Patek Philippe. Interestingly, a Nautilus that’s 18k gold, is many, many multiples of it’s “gold melt” or “gold value.” This is the same as when you walk into any jewelry store. You don’t walk into a jewelry store and pay gold spot price. Nope, you pay a multiple, usually high, and should know that you do. How many of you here pay $5 for a Starbucks drink, and then complain that it just cost them $0.12 in product?

    There are plenty of much more hideous watches out there that no one complains about. Next time you get mad about the Apple Watch, go look at the people who pay $1000+ for an Invicta.

    Yup, I ordered 4 Apple Watches, and yep, I’ll gladly wear my JLC, Omega, and other Swiss watches still. There is room in this world for both.

  • The gold watch in China sold out in less than an hour…for 20K…guess Apple knows its marketing after all.

  • ScubaPro

    Grinnie Jax The Apple Watch couldn’t have done the job. Bond got to the scene in question by arriving via water, and was using diving gear to get there. He then shed his diving suit for a tux, and if he had tried this with the Apple Watch it would have shorted out as it can’t be submerged. No timing the explosion. No getting an Uber for his escape. No sending Moneypenny his heartbeat. Epic Fail. Come to think of it, the picture on the right is exactly what he would have seen.

  • nickyb66

    Utter crap from Apple. Bad design, bad battery life…the list goes on. But there will be plenty of mugs out there that buy these wrist calculators. In a years time eBay will be flooded.

  • egznyc

    That’s really funny! I think he’d say why is the screen so darned tiny? What are these weird pieces of plastic you slide into the space where I’d expect to put a DVD?

  • egznyc

    Reminds me of an old joke about a ladies’ handbag that becomes a suitcase when properly stimulated.

  • MarkDMill

    I would add that Apple needs Apple Watch to be everywhere for it to have greatest value (digital touch). Thus, needs to be available in gold

  • egznyc The way I tell that joke is starts off as a well and expands into a full size suitcase (and is made with left-overs from infant males).

  • bigsam2035

    Eureka. I finally discovered what I find so uncomfortable about the Apple Watch design – It is the position of the crown(pusher).

    Maybe a future design change would return it to its position at hour 3 – but then, I would still need a really nifty and compelling app. One  that does not depend on the mother ship to function, and would  differentiate it from the rest. Here’s to hope.

  • egznyc

    MarkCarson egznyc Sorry — starts off as a well?  I think maybe auto correct did something here …  Otherwise, yes, sewn together from “left-overs,” as you note 😉

  • egznyc MarkCarson Starts off as a wallet. (sorry about that – ruins the joke, I know).

  • AK74

    dirtdiver99 Are you going to wear Apple Watch together with other watches? That would look strange. Yet Apple wants you to wear its device all the time.

  • Victor Minton

    Disrespectful Troll. You insult yourself. Be gone.

  • Orca901

    Bil_Arm really does nothing for me. Quite happy to keep my watch mechanical.

  • Bil_Arm

    Orca901 Same here. Although the article did make me think it maybe wasn’t quite as daft/awful as I previously thought!

  • TechieTiger

    Look this watch is just a dead black slab on a plastic band. I mean when you’re not actively turning your watch to light up the screen,, it becomes a dead black slab on your wrist. No dial, screensaver, nothing. 

    Why would anyone want to wear a black slab on their wrist? 

    Why would anyone want to pay more than ten thousand dollars for a gold-cased black slab? Especially as its going to be obsolete in a year. Its kind of like the first iphone… yeah it was cool and still is cute, but who still uses one?

    I read on the Verge that this watch is slow… it takes time for the screen to light up, it takes time for the data to load into the views, and some of the apps are super slow… so whats the added value of this over the iPhone I already have?

  • Black Cat X

    TechieTiger you read a paid review, but not paid by Apple…

    The Watch is not slow in any way, and most is made up.

    You just make a small movement to read it, and it instantaneously turns on.

  • Black Cat X

    bigsam2035 the position of the crown is just perfect

  • brownm048

    After paying 12-17 grand, in 7 months it will be out dated and need an upgrade!

  • FabioBollinger

    Maybe if it was marketed as a watch I would accept it – but alas, it’s marketed as being another Apple everything product that syncs with your phone and has apps and it’s all that bull. I see no reason to have a smaller, less powerful computer on your wrist when you have one in your pocket. Oh look it takes your Heart Rate too.

  • Danzz

    The perfect sheep’s item distributed by the perfect shepherd.

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