I'm not sure what to think. I agree with you that the Apple watch wouldn't appeal to luxury timepiece buyers. And I find it hard to think that the people on the Apple executive team would think that, either, unless they know something we don't.
So what makes you think that Apple is going after the luxury watch market? The price of the Edition? The price of the steel models? Something else?
It just occurred to me that Apple isn't aiming to compete with luxury watches directly. If someone is looking for a luxury timepiece that will last a lifetime, obviously Apple can't offer them that. But someone like you will buy an Apple watch for its smartwatch functions, even though you actually prefer luxury timepieces. And if Apple watch does prove useful, how long before you stop wearing your luxury watches?
I loved fine pens. While everyone else used $1 throwaway ballpoint pens to take notes in class, I paid $100 to buy one good pen and carefully carried it from class to class in a special leather pouch. It's now collecting dust in my desk drawer, as I hardly ever write with pen and paper anymore. I think same thing might happen to luxury timepieces.
Spot on. I buy luxury timepieces, accepting that they're completely unnecessary. I just like them.
The Apple Watch will have more uses to me than my nice watches, it's built well enough, and I think it's a nice design. If the Watch ends up being useful enough to leave my nice watches at home most of the time, which I expect it will, I may start unloading my mechanicals. If not, I'll get rid of the Apple Watch and try something else down the road.
It's funny to me that the Apple Watch is creating a stir. I think it's due to a couple of things.
First of all, to some people, $350 is a lot of money, and, to others, $10,000 is no big deal, so people are sensitive to the wide price range of the different models, because it puts all of those people in the same pool.
Secondly, while Apple has always generally had better looking and built devices, anti-Apple people contend that the aesthetic design of a device shouldn't matter. Now that we're entering a potential future in wearables, that argument doesn't hold up, because people care more about the looks of items they're wearing. That must be frustrating, so price criticisms are all that they've got, which makes me laugh. We all spend money "uselessly" on clothing and jewelry. If not, we'd all be wearing the same designer potato sack.
I find it hilarious that someone could criticize spending $1000 on an Apple Watch, and then they go out and spend $200 on jeans, $150 on shoes, $50 on a T-shirt, etc. We all make financially questionable fashion decisions.