Apple tried it and then failed.
The luxury watch market is clearly not accessible to every manufacturer, especially technology vendors. The price of the Apple Watch 18K Gold Edition is lavish enough to start at $10,000 (about RMB 67,000), which is enough to buy a luxury watch series such as Cartier Blue Earth or Rolex Negro.
Apple also tried to create a reputation and atmosphere by customizing Beyonce, "Lafayette" Karl Lagerfeld and other celebrities and fashion masters.
However, Apple Watch is still not Vacheron Constantin, Patek Philippe, and may never be theirs.
Now, Apple's official website has already removed the first generation of Apple Watch Gold Edition. The so-called "EdiTIon" version has been replaced by a precision ceramic body style, starting at $9588. It seems that Apple has given up the attributes of luxury goods.
One of the main reasons is that the average history of traditional luxury watch brands is 100 years. What does 100 year mean? The experience, precipitation and connotation of a brand. These watches, which sell for tens of thousands, hundreds of thousands or even millions, can be passed down as heirlooms. Apple Watch can't do it because it is essentially a consumer electronics product.
Apple is also aware of this, so highlight the sports features of the Apple Watch, and launched a Nike custom version, waterproof features, GPS are a good focus.
It seems that Apple has found the direction Apple Watch should have, a stylish, sports electronic or smart watch, even with high-end technology, more than 10,000 yuan is unreasonable. So even if Apple fails, it is a good thing from a certain perspective.
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