I love how opinionated people are about the style of their watch, as they stroll around in cargo shorts, a golf shirt and tennis shoes. The last thing I'd want this iWatch to look like is a ungainly, circular approximation of a watch in the jewelry department at Macy's. No one is going to confuse that for a Rolex.
Circular makes sense for an analogue watch with a circular movement, but square makes a lot of sense for digital. Size is my concern. Lately, my Omega has been staying in the drawer in favor of a simple Casio F-91W, because the Casio is just so lightweight and functional.
Dieter Rams hasn't shied away from square for digital watches, so I'd be shocked if Mr. Ives does.
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