Last week, Apple officially unveiled its new Apple Watch – though it won’t be available for sale until next year. The watch caused quite a stir, so we feel it is important to discuss this newest “smart watch.” We also feel it is important to put the category of smart watches into proper horological context. After all, it may not be a battle of Swiss fine timepieces vs. Smart Watches; it may be a blend.
Granted, Smart Watches are not a new concept – they’ve been around and some have even sold. The Apple Watch, though, is supposed to be more revolutionary in the “smart” sense. Expected to retail at the approximate $349 range (though there will be an 18-karat gold version), the watch offers a significant amount of function. Unfortunately, while it may offer wearable technology, it does not offer a great deal in the way of elegance. It is, however – depending on your taste level – high-tech looking in a fashionable sort of way that may have a Wall Street type wearing the watch as his weekend gadget. (Rumor has it a watch design expert was called in on the streamlining of the design.)
The screen (on most watches, the dial) is curved so it flows nicely into the bezel and cushion-cornered rectangular case. The Apple Watch will be available in two sizes: 38 mm and 42 mm. Additionally, it will have a vast array of colorful and neutral straps to choose from, as well as a great Milanese mesh bracelet and a link bracelet. It will also come with a variety of “screen” images.
The Apple Watch is designed to work in tandem with a newer iPhone, and may need to be charged daily. Among the myriad of features the watch offers – in addition to time telling, of course – are things such as a health app, the ability to tweet, post to Facebook, get directions, check you stocks and check emails.
The up side to this: people are free of their phones and need only glance at the wrist to see that an email has come in. The downside: are you really going to be able to answer that email on your wrist? Additionally, the small screen is not optimum for the host of apps you need to install, use or read. Another up side: kids in the 16-to-20-something age group may be attracted to the product — getting them into the mode of wearing a watch at a younger age. This could translate down the road to more people wearing watches and learning to admire the classic timepiece.
Will the new era of Smart Watches ruin the world of horology? Doubtful. While the watch may offer high-tech functions and features (and elegance in its gold versions), it simply does not have the tradition of a hand-made timepiece with hundreds of tiny hand-finished components serving as the heart – and soul – of a watch. Yes, Apple will sell tens of thousands of the watch when it comes out – that’s what Apple does best. It markets, it sells and it delivers a good product. But it can’t strip away centuries of tradition, and it won’t usurp the watch lovers and collectors who still want to see/hear/feel the tick of time.
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