Yes, the bigwigs in Switzerland are not quivering. Yes, the company doesn’t have the heritage and know-how. And yes, it even had bad press. But you know what? It’s OK with the number one brand in the world, because what it has in spades is cachet. The kind that makes its products touchstones in popular culture. The kind that makes everybody – A-list names like Beyonce and Karl Lagerfeld included – want its products. The kind that makes other brands want to produce something complementary for it. In other words, the kind that leads to world domination. (So the fact that we got to shoot it exclusively is pretty dope.)
There are three lines and a total of 38 styles. The most affordable is the athletic Sport, which comes in aluminium with a heat- and water-resistant fluoroelastomer strap. The mid range is simply dubbed Apple Watch, and is available in stainless steel with straps in leather, steel links or mesh (above), or fluoroelastomer. And the mother of all Apple Watches: Edition (opposite), with an 18K gold case and a strap made of leather from top tanneries in Europe.
Some of our favourite features: Receive message alerts and respond to them using the in-built voice recognition system, or pre-set and customised replies available with just one click. Ditto for calls (or get Siri to make them for you). You can even control the music on your iPhone. All this means yes, you need an iPhone for the watch to work.
This story first appeared in the July 2015 issue of Female magazine, out on newsstands now