HODINKEE:
I do not believe it poses any threat to haute horology manufactures, I do think the Apple Watch will be a big problem for low-priced quartz watches, and even some entry-level mechanical watches. In years to come, it could pose a larger threat to higher end brands, too. The reason? Apple got more details right on their watch than the vast majority of Swiss and Asian brands do with similarly priced watches, and those details add up to a really impressive piece of design. It offers so much more functionality than other digitals it’s almost embarrassing. But it’s not perfect, by any means. Read on to hear my thoughts on the Apple Watch, from the perspective of a watch guy.
Great perspective from “the other side of the fence” – how does the Apple Watch fit into the watch market? Thanks to Jared Earle for the link.
The only way the Apple Watch is a problem for Swiss watch makers is that people only tend to wear one big thing on their wrist. If the Apple Watch is more compelling to wear to you than a regular watch, the Swiss watchmakers lose.
Great perspective, but he pushes that $350 price point a bit much. That’s the starting price, likely for the aluminum and glass Sport with basic band. The prices for steel, gold, and sapphire with fancy bands will skew much higher.
I think the Apple Watch is not just about introducing a very well designed smart device for the wrist, I think it’s also about introducing the art of wearing a “timepiece” to a generation that doesn’t wear one anymore. It’s the reintroduction, so to speak, of wearing a functional device on the wrist. And why would young people want to put the Apple Watch on their wrist? Not just because of the value added functionality it offers, but also because it’s a device that is very personal as technology and as exquisitely crafted as any fine timepiece or jewelry.
For those people who say that they wouldn’t trade in their high end mechanical watch for an Apple Watch is missing the point here. Apple is interested in giving value to people, to add something to their lives through technology and design. Young people will instantly see the value of the Apple Watch, and eventually everyone will wear some smart device on their wrist. The question then becomes: can the regular timepiece compete for time on the wrist? To wear something smart on the wrist will be a thing, like having a smartphone has become a thing. A new generation will not be interested in putting on a dumb watch, however lovely they are crafted, when they feel that they need their smart watch every second of the day.
I think this guy is totally right. I’ll say it right now, after the 2016 Holiday buying season the only safe niches left in the wristwatch market will be the ultra low-end toy/throw-away watch, the fully waterproof dive/watersports watch (but only until someone makes a great waterproof but conductive case/strap combo), the sports chronographs—particularly the racing affiliated models from Tag Heuer, Ovis, Momo, etc, and the very high-end which will be the prestige/heirloom old-school automatic certified chronograph grand complications from Rolex, Breitling, Panerai, Hublot, etc and the high-carat weight/high-quality gem encrusted pure jewelry watches.
The good news will be that a lot of the fashion houses, especially the leather goods houses like LV, Ferrgamo, and Hermès, who do watches now will either get out of the watch market and/or defray their lost timepiece sales by selling even more low-value but, likely, higher-margin straps and faces. I wouldn’t be surprised if at some point a company like Tag Heuer makes more money selling $30 copyrighted faces on the App Store than they do selling their low-end watches.
Wow…this guy did a GREAT job. Awesome writing and clarity from that perspective.
I have an Apple-head friend and he feels the same regarding mechanical watches. He’ll get one ’cause he’s a designer and we’ll do some apps/expand our current but other than that he’s not too interested.
The more I watch videos of it, the more I want one. Can’t wait to see it in person!
well that settles it… as long as your buddy, the Apple-head, isn’t too interested, i guess we don’t have to worry about this thing.
We only have one wrist available, that’s true. But the only choice people with means will be making is when to wear a given timepiece, not which timepiece to buy. The Apple Watch will exist within collections alongside many other radically more expensive timepieces.
LOL, that wasn’t my point. 😀
I was just saying he simply can’t get behind the smartwatch phase. He really likes the high quality watches for a reason and a digital watch, no matter how awesome, isn’t appealing.
[pretty much what the article said of people like him]
RLS: “aye brah what time is it?”
“dang it, I forgot to charge my watch mate”