In a recent International Luxury Conference in Florence, Italy, Jony Ive and fellow Apple Watch designer Marc Newson provide insight on Apple Watch’s mission and the way the company approaches the 21st century luxury. As Apple’s Senior Vice President of Design, Ive is the perfect man to speak about Apple’s take on luxury compared to the way luxury has always been seen before.
“I don’t know how we can compare the old watches we know, with the functionality and the capability of the Apple Watch,” said Ive when asked about how Apple’s take on luxury is different than the more conventional views we have today. Although designed to be a luxury item, Apple Watch (particularly the Apple Watch Edition) offers so much more dimensions of luxury itself.
Ive went on and explain how materials, process and ever bit of the Apple Watch were designed to represent the company’s view on luxury inside out. The way Apple developed their own gold simply because Ive and his team insisted on giving Apple Watch Edition a feel that no other luxury watch can provide is truly remarkable.
This take on luxury trickles down to other versions of the Apple Watch. The Apple Watch and Apple Watch Sport all offer a unique feel and finish to a conventional set of materials. Aluminium, for instance, is processed in such as a way that it offers a unique finish and feel; something users will certainly appreciate.
From a design perspective, Apple Watch Edition is beautiful in every way. The available bands and accessories make Apple Watch Edition very personalized. As reported by Vogue, Ive and his team really take the concept of luxury and branded it as Apple’s own.
“With the Watch it is the first time that we can assume someone has something intimately connected with them for most of the day – you can’t do that with the phone, so it opens up new ways of communication.” Ive later told the reporter from British edition of Vogue that even he is unsure about the consequence of the path the company has taken, although he hoped that everyone will like the Apple Watch.