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Traditional watches were round because of the fixed length of hands.

Most every display not dependent upon mechanical hands is not circular because when displaying information a circular cuts off useful real estate.

Books and newspapers have a portrait format for the same reason.

There’s a reason TV’s evolved from round to landscape shapes.

Round on the wrist was a confining format suited to unflexible and feature limited mechanical devices.

Why burden modern information display with an outdated and inappropriate format? (Yes other brands use round but this is largely for differentiation as it confers no performance benefit.)
I've got an S4 and Samsung Gear S3.. honestly the round face looks much better and the information is presented beautifully so I'm not sure if you're talking from experience or theory, but there'd no question it sounds like to a lot of people at least, round would be a nice change or addition.

Even the apple logo would look better at start up
 
Traditional watches were round because of the fixed length of hands.

Most every display not dependent upon mechanical hands is not circular because when displaying information a circular cuts off useful real estate.

Books and newspapers have a portrait format for the same reason.

There’s a reason TV’s evolved from round to landscape shapes.

Round on the wrist was a confining format suited to unflexible and feature limited mechanical devices.

Why burden modern information display with an outdated and inappropriate format? (Yes other brands use round but this is largely for differentiation as it confers no performance benefit.)
I've got an S4 and Samsung Gear S3.. honestly the round face looks much better and the information is presented beautifully so I'm not sure if you're talking from experience or theory, but there'd no question it sounds like to a lot of people at least, round would be a nice change or addition.

Even the apple logo would look better at start up

I agree. A round shape by design contrasts a squarish backdrop (your wrists) much better than a ‘square on a square’.

Are square watch faces more optimal for displaying information? Yes.
Are round watch faces limiting and unusable? No.

Also, some prefer a more minimalist watch face with one or two complications. That’s easily achieved on a round design.

Now, do I think Apple will ever deviate from it’s thinking and give us a round watch face?
Absolutely not.
 
As for materials, I always got the stainless Apple Watch, never even a scratch even though did 2 years in each. Had the AW1,2 and 4. Not even a tiny dent and I’ve snapped my wrist on metal objects, walls you name it. And because I’m not expecting it’s a real clipping.

Got the titanium or whatever the top model was, scratched in the first 3 days and I literally didn’t have a single event where I actually had a memorable smack on anything (I wouldn’t forget on my shiny new tech haha). Took it back straight away and apple store guy confirmed a bunch returned for same thing. Sticking with stainless unless testing shows ceramic really is better.
 
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