When I first saw the watch I literally thought that Jony Ive was right in regards to how – ahem – ruined the Swiss watch industry was. However, as I thought about what the Apple Watch was (and wasn’t) I’ve come to a more nuanced conclusion.
In short, the Apple Watch replaces the regular watch. This doesn’t mean it will actively replace the TAG Hauers and Rolexen out there. Instead, it will fill the blank space that is currently on most of our wrists. This space has, of late, been home to Fitbits and Pebbles and the like but, for most people, a watch hasn’t been a must-have accessory. And now it is.
Apple made watches cool again and new buyers of…
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