http://gizmodo.com/no-one-is-buying-smartwatches-anymore-1788153001
See?,
everybody is in a slump.
And Yes, the Luxury watch industry is in a perfect storm, partly of its own making ( I've said this in at least 3 posts now)
Over-investment in new factories of the major brands over the last 5-10 years lead to increased production. This on the assumption of steady, continued growth of sales in China and India. A flawed and increasingly outdated distribution model that only counted sales when they were out the factory door, not on the user's wrists has created a market for grey-market outlets who buy authorised dealer sunsold stock ( that the factories used to refuse to take back previously) and then off-load online at huge discounts. With the slump in the chinese and indian economies and introduction of luxury tax laws, sales slumped for the first time in 17 years.
There have been an enormous namuber of CEO reshuffles amongst the big 4 swiss groups - its interesting times for all concerned.
As to Ceramics, Rado have been making ceramic watches for 30+ years, IWC for more than 10 Omega forat least 5. Its very hip currently.
The strength has not a lot to do with shapeand several models in the big guys' ranges are the same shape as they are in other materials.
Ceramic isn't brittle, in and of itself.
Ceramic is such a broad caetegory description to say that "ceramic is brittle" is like saying "metal rusts"
I spent 30 odd years in a career that included ceramics.
You can dial in almost any characteristics into ceramic materials - rocket engine linings, Glock pistols, Porsche brakes, teeth crowns, tea cups or watch cases. Just depends on the materials science behind it - base crystal, infusions and glazes, sintering and firing temperatures will all have an impact
The number of new photos of busted watch cases that have not been debunked has been pretty small.
These come up regularly in watch discussion forums and all large proportion of them turn out to be reposts of the "i knew a guy who knew a guy" types.
Then genuine ones that I've seen have all been manufacturing faults and fixed by the company concerned. Everybody makes mistakes - they are all made by human beings, after all.
So if you want a ceramic AW, I'd be pretty comfortable that it will be pretty safe from scratches.
If you fling your watch to the floor regularly, then the case is now at risk as well as the screen.
So bear that in mind when making your choice - if you hurl a cermaic case against a hard floor - tile or concrete - there is a risk that if you get it dead wrong in vectors of forces - that iw ill crack. The same force that would also crack a screen or a watch crystal.
I've had a ceramic Rado in my collection for 7 years or so. It is totally un marked. Omegas and JLC's and IWC in steel - doesn't matter the heritage of the maker -a unfocused moment and casual contact with a brick wall will leave a scratch.
As to the thrust of the OP's post about utility and obsolesence, following similar threads on watch forums, it would seem that the number of folk who have both devices is actually pretty small subset of the customers for each.
They are entirely different devices that seem to be being bought, for the most part, by entirely different people.
I can see the watch guys finally getting their act together and marketing their wares to some AW customers, but I can't see Apple ever bothering to try and market to anbody in the mid to high end watch market.