Apple says the battery life is 18 hours, but, according to the description of the battery test, this include 90 time checks. So, as many suspected, the watch is not always on. Which means A) you have to do something active to your "watch" to see the time. B) you walk around with rather big, black monitor on your wrist. Like Cook says a watch is a fashion statement and a big, black monitor, which you have to switch on to see the time, says "I'm a nerd". I hope time will prove me wrong, because I really looked forward to this watch.