10-02-2016, 01:27 PM
Det er efter min mening slet ikke den vej, man skal gå med smart watches. De skal netop IKKE ligne almindelige ure. De skal have deres helt egen brugeroplevelse. Jeg har klippet nogle vigtige afsnit ud af den lange artikel fra Hodinkee. Det er vigtige pointer Jack Foster fremhæver. Bemærk f.eks. han kommentarer til Apple lænken og den pris. Det kommer altså fra en mand, som ved hvad han taler om i den klassiske urindustri.
JK
Having worn an Apple Watch almost exclusively for the last month, I feel absolutely confident that mechanical watches aren’t going anywhere for now. But the Apple Watch isn’t either. It’s almost improbably well done, and it shows a willingness to think creatively that ought to be heeded by the luxury watch industry – and it also suggests to me that underestimating its impact, and Apple, is dangerous.
We jump back and forth between what’s on our phones and what’s going on around us, and it makes us pervasively anxious. If we’re staring at our phones we aren’t connected with the world; if we’re looking at the world, we get worried we’re missing something. The whole online social world becomes reduced to manageable dimensions with the Apple Watch.
Conventional wisdom has it that the Apple Watch is only really a threat to quartz and mechanical watches in a comparable price range. I’m not sure that’s true, and there are several reasons. One place the threat is most obvious might surprise you: the bracelet of the black DLC-coated Watch. This is probably the single best designed bracelet I’ve ever seen on any watch, period.
It’s astonishingly intelligently designed and should have the watch industry really worried, and yet somehow, I’ve read almost nothing about it, either in watch specialist media or elsewhere.
In dismissing the Apple Watch – or in rushing to market with poorly thought out, or obviously overpriced and cynically designed smartwatches – I think the Swiss watch industry is missing something, which is that Cupertino may understand luxury better than Europe right now. If that bracelet had been designed in Switzerland it would probably have added four figures to the cost of the watch it came on, and I'm not sure that there is a watch brand in Switzerland with the imagination to design something like this right now. It's just one part of the most expensive Apple Watch outside of the gold Edition, and the whole watch costs $1,099. I can think of frighteningly few watches at any price, mechanical or quartz, that are as well designed.
For people who love mechanical watches, the Apple Watch is both unimportant and important. It’s unimportant because what it offers really is totally different from the pleasure you get from a great tool watch with an amazing history, like the Sub or the Speedmaster, or the connection you get to a fusion of aesthetics, mechanics, and craftsmanship from something like a Patek or Lange. But that’s also why it’s important. And it's also why, even for luxury watchmaking, it is a little dangerous. Apple’s actually succeeded in doing with the Apple Watch what they did with the iPhone: inventing a new experience. Whether that experience is one ultimately more compelling than the one offered by mechanical watches, nobody knows. What I don't think the luxury watch world can afford is complacency. If it fails to realize that what the Apple Watch actually offers is not competition, but a convincing alternative experience – and if it doesn't take the hint that luxury is ultimately about attention to detail, not marketing or price point – it could be in serious trouble.
JK
Having worn an Apple Watch almost exclusively for the last month, I feel absolutely confident that mechanical watches aren’t going anywhere for now. But the Apple Watch isn’t either. It’s almost improbably well done, and it shows a willingness to think creatively that ought to be heeded by the luxury watch industry – and it also suggests to me that underestimating its impact, and Apple, is dangerous.
We jump back and forth between what’s on our phones and what’s going on around us, and it makes us pervasively anxious. If we’re staring at our phones we aren’t connected with the world; if we’re looking at the world, we get worried we’re missing something. The whole online social world becomes reduced to manageable dimensions with the Apple Watch.
Conventional wisdom has it that the Apple Watch is only really a threat to quartz and mechanical watches in a comparable price range. I’m not sure that’s true, and there are several reasons. One place the threat is most obvious might surprise you: the bracelet of the black DLC-coated Watch. This is probably the single best designed bracelet I’ve ever seen on any watch, period.
It’s astonishingly intelligently designed and should have the watch industry really worried, and yet somehow, I’ve read almost nothing about it, either in watch specialist media or elsewhere.
In dismissing the Apple Watch – or in rushing to market with poorly thought out, or obviously overpriced and cynically designed smartwatches – I think the Swiss watch industry is missing something, which is that Cupertino may understand luxury better than Europe right now. If that bracelet had been designed in Switzerland it would probably have added four figures to the cost of the watch it came on, and I'm not sure that there is a watch brand in Switzerland with the imagination to design something like this right now. It's just one part of the most expensive Apple Watch outside of the gold Edition, and the whole watch costs $1,099. I can think of frighteningly few watches at any price, mechanical or quartz, that are as well designed.
For people who love mechanical watches, the Apple Watch is both unimportant and important. It’s unimportant because what it offers really is totally different from the pleasure you get from a great tool watch with an amazing history, like the Sub or the Speedmaster, or the connection you get to a fusion of aesthetics, mechanics, and craftsmanship from something like a Patek or Lange. But that’s also why it’s important. And it's also why, even for luxury watchmaking, it is a little dangerous. Apple’s actually succeeded in doing with the Apple Watch what they did with the iPhone: inventing a new experience. Whether that experience is one ultimately more compelling than the one offered by mechanical watches, nobody knows. What I don't think the luxury watch world can afford is complacency. If it fails to realize that what the Apple Watch actually offers is not competition, but a convincing alternative experience – and if it doesn't take the hint that luxury is ultimately about attention to detail, not marketing or price point – it could be in serious trouble.
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