Friends is a new communications interface on Apple Watch, important enough that it's assigned to a single press of the Side button.
Laid out like a clock, you have twelve Friends slots ?*one for each hour position ?*that you can assign to your contacts on the Apple Watch and cycle through using the Digital Crown. Apple offers to populate Friends with your iPhone Favorites during set up, but you can easily assign or reassign Friends at any point using the Apple Watch for iPhone app. While the clock position interface is fun, and twelve sounds like a lot, the limitations can assert themselves quickly and... awkwardly.
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