Apple lacks luxury smarts
Apple is the company sent to define and create the smartwatch market, according to the latest WorldWatchReport from the Digital Luxury Group. However, Apple won’t quite crack it as a premium watch brand. “The Apple Watch Edition Collection - starting at $10,000 - is an attempt to convey the image of Apple as a true luxury brand but the business reality is different,” David Sadigh, CEO at Digital Luxury. “We anticipate Apple to generate 80% of their sales with Apple Watches priced less than $700, a segment that will have more impact on American and Japanese watchmakers than Swiss ones.”
Digital Luxury says wearables such as Pebble, Moto 360 and Samsung Gear experienced an urge of interest in late-2014, with the spike likely due to consumers searching for alternatives and comparing specs. There’s also significant interest in Montblanc’s e-Strap and also for smartwatches by TAG Heuer, Rolex, Omega and Breitling despite no official launch announcements for any of them to date.