Perhaps most remarkable, beyond this being Apple’s first luxury-brand partnership involving the Apple Watch, is that the watches are genuinely attractive, at least judging by the images. The double band in tan leather paired with the squared face, framed in stainless steel, recalls the Hermès Cape Cod, which is to say it looks first like a luxury watch, and second like a gadget. That Hermès watch, incidentally, retails for $2,900.The previous version of the Apple Watch, you’ll probably remember, received a ton of flak for its appearance, an uncharacteristic failure for an Apple product. Critics said it was, among other things, ugly and boring, which didn’t help to endear it to the fashion insiders it courted, handing out watches to the likes of Karl Lagerfeld and others.The new version could find success where its predecessor didn’t—and just in time. Not long ago, the luxury group LVMH, which owns Swiss watch maker TAG Heuer, announced it would create its own rival to the Apple Watch, one presumably more attractive, and at more than $1,500, definitely a luxury product.Keeping the Hermès collection away from the overpriced Edition is one of the smartest things Apple has done with the Apple Watch. For every $100,000+ Birkin bag it sells, Hermès moves thousands of sub-$1,000 scarves, bracelets, and fragrances. While the ceiling of its price range may afford you a small Mediterranean cottage to house your teacup Pomeranian and store your overflow of Louis Vuitton luggage, Hermès makes most of its sales in a more affordable price bracket.
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