Most fashion editors and journalists may have an iPhone and iPad on them at all times, but they aren’t usually invited to Apple’s launch events. This year was different. The first hint that something fashionable was brewing at Apple came when the company hired Angela Ahrendts, former CEO of Burberry, as well as Paul Deneve, former CEO of Yves Saint Laurent. After that the Apple watch was pretty much the worst kept secret in fashion and technology put together.
The launch of three distinct collections – Apple Watch, Sport and Apple Watch Edition – mimicked the tiered distribution strategy of major fashion brands, with each collection aimed at a different demographic. The Apple Watch Edition is clearly targeted towards the flashy fashionista type. Can’t you just see Kanye West flashing the most expensive version in his next music video?
The Apple Watch Edition is rumored to cost around $1,200.
As Vogue put it, “Ironically, it was the mass adoption of the habit of carrying cell phones that almost threatened to make the wearing of watches seem obsolete. All functionality aside, the Apple Watch is being launched as a personalizable object of beauty—a thing aimed to go straight to the centers of the brain where our lust for luxury and showing off reside.”
As someone who never stopped wearing a watch, (and is need of a new one, hint hint husband…), I am especially excited about the fashion component of the watch. Who remembers the iPod Nano watch? Basically, Apple just made a black rubber watch-type band to hold the Nano, and added watch faces to it. I did receive the most compliments on it from fashion types as it looked like a futuristic cell-phone watch. Unfortunately, the menu button on the Nano broke after a bit and now I can’t use the watch part unless I purchase a new Nano. An expensive but fun toy was the verdict. And I’m more than a bit annoyed at its short life span. Other smart watches have not delivered on their promises and are still seen as more of a gimmick than a true necessity.
But this…this is different. 18K gold? Leather straps? Multiple choices from the watch to the bands? This is not a futuristic toy. The future is here and it is fashionable! And practical. The underside is fitted with four lenses which monitor bodily functions for health- and fitness-tracking programs. The watch is also able to make credit card payments and open emails. You can also choose between a myriad of watch “face” options. $349, the price of a basic model, is not bad for a watch that gives you many looks at the touch of the screen, much less checks your email!
My current verdict? Buy it. What do others in fashion have to say about it?
“What the Swiss did was marry quality and craftsmanship with precision time-telling. If we’re looking for those qualities in the digital era, that’s what the Apple watch is about,” said Joe Zee, Editor-in-Chief of Yahoo Style. “I didn’t think I was going to wear it pre-announcement, and now, absolutely, I like the practicality of it. I’m also a tech geek at heart, so for that reason alone, I would wear it.”
“I think it’s going to be huge,” said Joanna Coles, Cosmopolitan editor-in-chief, who hopes Apple will release a diamond version. “People can find out about themselves. They think it will tell them something about themselves, they’re going to love it.”
“It’s kind of dorky,” said model and TV host Alexa Chung. “I would absolutely not rock it,”
Bonus: Scarf Guy
My favorite part of the whole thing? Scarf guy of course! A man in an infinity scarf, with a desperate need for a makeover. Were they baiting all those invited fashion editors just to get more press? I think so.