It’s a far cry from the high couture we’re accustomed to seeing in the fashion capital of Italy, but there was no less excitement as Apple showed off their highly anticipated Apple Watch in Milan over the weekend.
Apple presented the watch in a single-day event during the heart of Milan Design Week. A minimalist white showroom was installed within the local Carlo e Camilla en Segheria restaurant for the public to admire the technological accessory of 2015.
Jonathan Ive, Apple’s senior VP of Design detailed why the computing giant decided to show the watch in Milan a week before the official launch on 24 April.
“Salone del Mobile has such a deep-rooted history of embracing excellence in design so I’m particularly excited to celebrate our newest and most personal product, alongside our friends and fellow designers at this special event,” he said.
Demand for the Apple Watch is at fever pitch a week out from the official launch. The first run of the watch sold out in a matter of hours, with subsequent customers having to wait until June to get the device onto their wrists and in their lives.
For those not up-to-date on the smart-watch, it comes in three separate models: Apple Watch, Apple Watch Sport, and Apple Watch Edition.
The luxury model of the watch, Edition, is encased in 18-carat gold and retails between US$10,000 and $20,000 dollars. Ridiculous? Perhaps not. According to reports from Business Insider, the Edition model sold out within an hour of becoming available in China.
Not that we here at FIB are in the market of telling people what to do with their money, but twenty thousand dollars could buy you a lovely Tag Heuer or Cartier timepiece. Sure, you won’t look like a character from Get Smart, but we guarantee the battery will last a hell of a lot longer than 18 hours.
