So if you browse through Apple's Apple Watch website you'll notice that Apple goes in depth with some of the watch bands. This is a quote from the Apple Watch landing page. It describes the Modern Buckle. "A small French tannery established in 1803 produces the supple Granada leather for this elegant band. The smooth top-grain leather is lightly milled and tumbled to maintain its refined texture. What looks like a solid buckle is actually a two-piece magnetic closure that’s delightfully simple to secure. We also added an inner layer of Vectran weave for strength and stretch resistance. It’s the same material NASA used to make the landing airbags for the Mars Rover spacecraft. This band is available in soft pink, brown, and midnight blue." and from the Classic Buckle "From the renowned ECCO tannery in the Netherlands, the Dutch leather used for this band is milled to give the grain a subtle, distinctive texture. The simple closure is crafted from the same stainless steel as the case. It’s a beautiful take on a traditional band design. Available in black." Apple has hand picked different sources for their watch bands. Obviously, Apple will market this as jewelry but their advertising lately has been about how using Apple's product changes peoples lives for the better. Obviously they didn't start marketing the iPhone and iPad that way. They marketed their features and form factors first. How do you think Apple will approach a category (luxury smart watch) that hasn't been quite established yet? Do you think Apple can get away with purely marketing fashion? Does that really fit within Apple's beliefs?