When Tim Cook, CEO of Apple, unveiled Apple Watch last September, he declared it was the most personal device they had never created.
Rumor has it that next Monday, March 9, during the press event organized by Apple in San Francisco, the price of the Apple Watch Gold Edition will be announced and could be around $ 10,000, considering that there will be no differences in functions regarding the $ 350 basic model.
This deluxe edition of Apple’s first smartwatch will be among the most expensive products the company has sold in over than 30 years.
Sir Jonathan Ive, Apple’s senior vice president of Design, pointed out he expects the Apple Watch transcends Silicon Valley to enter the prestigious and lucrative world of fashion and jewelery: ‘I do see that the Watch is a move away from what is traditionally understood as consumer electronics’.
Apple has already hired a 12-page ad spread in Vogue fashion magazine and organized VIP events for influencers during Paris Fashion Week. The company also invited a bunch of celebrities to its presentations last year in what is known in the industry as ‘buzz marketing’.
However, a potential obstacle for the success of this product is the rapid obsolescence of technology. While luxury watchmakers sell the added value of their watches are future heirlooms, sources familiar with the matter within Apple suggest that the company is already developing the next version of its smartwatch, which will debut next year.
The Apple brand is already considered as a luxury brand in consumer electronics, so a product like Apple Watch Gold Edition will be a natural step in that direction. If other brands could… they would.