The concept of smart watches is not new in the world of technology. One that wants to forgo functionality for fashion seems to be the market Apple is after with their new Apple Watch. Set for pre-order this month, the Apple Watch brought numerous fashion insiders and design experts together to create the sleek aesthetic of the smart watch. Apple also advertised it as a fashion product by debuting a 12-page spread in the March issue of “American Vogue” and a spot on the cover of “Vogue China.” With prices ranging from $350 to $17,000, Apple makes it clear that they want to break into the luxury market among watchmakers like Rolex, Cartier and Bvlgari.
The Apple Watch is different than its regular watch counterparts. As a smart watch, it connects to the iPhone to make it more convenient for consumers to deal with incoming texts, calls and emails, as well as accurate timekeeping. It integrates pulses and vibrations, instead of rings or chimes, for notifications that allow for interaction between the watch and the wearer. A consumer’s explanation of the watch’s interface is better explained in “The Apple Watch explained,”by Lisa Armstrong, the fashion director for UK’s “The Telegraph.”
Designing a piece of technology to win over the world of fashion is not an easy task. With all the work that Apple went through to change the buzz of the smart watch from “geek-chic” to timeless accessory, tastemakers in fashion, technology and the world of luxury are wondering, is it enough?
As a self-proclaimed fashionista, I can see why the fashion savvy may not warm up to the idea of fashionable technology. The watch face may feel too big for smaller wrists, the amount of strap options may not be enough and the shape of the watch face could be too square for some. The world of fashion is about options, whether that is allowing designers to market interchangeable straps or creating a variety of face shapes. As of now, the Apple Watch has promise. It just depends on how functional it is for everyday life and how Apple gets the fashion industry more involved. Overall, I think that the Apple Watch is an exciting step for fashion and technology to collaborate, we’ll just have to wait for the April 24 release date to see if the fashion world is ready.
