Rolex - boring, no notifications, expensive
AW - engaging, notifications, cheap (in comparision)
The Edition is expensive too, but perhaps better compared to a Patek. Apple is marketing the Edition to the nouveau riche, as nothing screams "I have money" more than dropping $10K-17K on something that will be obsolete in a few short years. Young people who find themselves hooked on smartwatches and can't function without them (much like iPhone) would consider a new Edition on a yearly basis rather than a $150,000 Patek that they buy once when they're able to afford them. This might mean throwing craftsmanship and engineering (for which Swiss luxury watches are known) out of the window though. That's why Jony Ive gleefully suggested that Switzerland is in trouble in the long run.