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"Why I’m Still Wearing My Apple Watch"

"Why I’m Still Wearing My Apple Watch"

May 18, 2015

John Biggs, TechCrunch:

Switzerland finds a dead horse and keeps beating it. Hublot, a company that I love, offers essentially one watch in different permutations. Rolex hasn’t changed much in the last century (but don’t tell the Rolex nerds that) except the price. This staid and stolid ethic worked for them for decades, even after the quartz crisis. They make one watch and make delicate versions of it over and over, ad infinitum, adding more zeroes to the price because that’s what collectors will pay. It’s an affront to the sane consumer, and without context “good” watches seem obscene rather than desirable.

One thing that’s absolutely fascinating to me about the Apple Watch is its ability to change its personality through straps and faces. We haven’t seen Apple open up Watch faces to third-parties yet. Nor have we really seen any third-party bands. But I imagine both are on their way. And when they do hit and are easily accessible, it’s going to be another blow to the analog watch industry.