I feel like the Apple Watch is being marketed really well to people who don't currently wear watches. Or to people who just a one or two basic watches. Basically, it's a watch but better because it does so much cool stuff.
But I know a couple "watch people", and I was talking to them about the Apple Watch the other day. By "watch people", I mean people who love watches, who spend hundreds to thousands of dollars on "fine timepieces" and have watch collections. I guess that's who the Watch Edition is supposed to appeal to. But the thing is none of the "watch people" I know are at all interested in any of the Apple Watches, including the Edition. They only want beautiful mechanical watches. The mechanics are part of the appeal. They talk about things like "Swiss Official Chronometer Testing Institute" and "COSC certification". I must admit, I don't really understand all the details, but I really don't see the Apple Watch, or any smartwatch really, cracking this market.
Do you know of these kinds of watch people? Do they want an Apple Watch?
I use to spend a lot of money on watches, and I don't have a single one right now. I would go and check out watches, and pick one up on various aspects like fit and finish and etc. I may not have been a hardcore Rolex guy, but the high end Movados I had were immaculate. For me the cost of it versus the benefit hit an inflection point after the iPhone. When I met my wife, I was trying to explain to her the difference of buying something for "Style" vs getting something that was well designed. For our first Christmas together I got for her a mid-level Movado, and she fell in love with it. It has been her only watch since we met, and she has been trying to get me to pick out a watch for her to get for me. My reply was "What I want I can't justify anymore, I'd rather wait and see if Apple does something."
When the Apple Watch was officially announced I was nerding out at what was shown, and had a crude understanding of the pricing and etc.
For a couple hundred more then I bought a classic movement watch before I have a 38mm SS, 42mm SS, 38mm Sports Band, 42mm Sports Band, 42mm Link, 42mm Classic Leather, 38mm Modern Buck, and 38mm Milanese Loop. I can justify that for my wife and I.
What people "love" about all of these types of things will vary. I loved how immaculate and well designed the watches I had before were. It's was hard for me to justify between $2k on the bottom end for an object on my wrist that just told time for just myself. The Link Bracelet Apple is selling is easily within the tier of those kinds of bands. Getting anything adjusted on a good band will cost you about $80 each visit. Places that could do it for less money won't even touch the band out of fear of being liable if they nick the band in my area. I value being able to adjust it myself.
It may not be for everyone that loves watches I get that. I love driving cars, but I have a 2015 VW GLI SEL instead of getting a BMW M-series. Would I love an M-Series, absolutely but these interests can add up quickly and at some point you have to rationalize it.