Complex Made Simple

Apple does luxury

After months of rumours and leaks, Apple announces the Apple Watch and its luxury sister, the Apple Watch Edition.

“And once again, Apple is poised to captivate the world with a revolutionary product that can enrich people’s lives. It’s the most personal product we’ve ever made,” said Tim Cook, Apple’s CEO, during the Keynote.

Available in two different sizes, 38mm and 42mm, the timepiece is crafted from silver anodized aluminium and 18-karat rose or yellow gold.

The Cupertino-based giant also created an entire range of watchstraps; whether you are looking for a casual, formal or sporty look, leather, rubber and stainless steel are available and interchangeable.

Apple Watch offers 11 watch faces to choose from, ranging from the traditional to the more modern, like the dynamic sundial or a special face displaying your location and showing the moon’s phase.

“With Apple Watch, we’ve developed multiple technologies and an entirely new user interface specifically for a device that’s designed to be worn. It blurs the boundary between physical object and user interface,” said Jony Ive, Apple’s senior vice president of design during the keynote. “We’ve created an entire range of products that enable unparalleled personalisation.”

We know that Jean-Claude Biver, Hublot’s CEO, revealed earlier this year during an interview, that Apple hired watchmaking experts from the Swatch group. It expresses Apple’s will to last in the Smartwatch industry.

Apple Watch will be available in early 2015.