Apple reckons the Apple Watch might be the latest must-have fashion accessory, but we've asked Australian fashion bloggers, writers, and industry peeps, and they think.... a little differently.
Technology has been courting the fashion industry for as long as we can remember – or at least, since the launch of Instagram. The recent Samsung Galaxy S6 launch in Sydney had more fashion blogger attendees than tech writers, and the pose de rigour at Fashion Week's round the world last year was the "absorbed in my iPhone 5" look.
So it was no surprise that when Apple launched the Apple Watch, they went straight to the fashion elite to market it: supermodel Christy Turlington-Burns. Their message is clear: the Apple Watch is not just a piece of tech, it's a fashion accessory – and one that goes with any outfit, season after season.
The thing is, do Australia's fashion set agree?
"It's a cool gadget – so keep it functional."
"I think would be a bit contrived to wear it merely as a fashion accessory. It's a cool gadget – so keep it functional. It will catch on as a style accessory anyway once the bloggers / street stars start to wear it – so no need to flog it as a fashion accessory per se. Let it build and evolve as an organic, underground thing."
– Alina Berdichevsky, Reviewed By Alina B
"I feel like it's just a like a FitBit – it's not really a fashion accessory."
"I love and hate Apple. I love my iPhone 6, I have two MacBook Airs that I don't know how to use properly, but I'm not sure about the Apple Watch... I can imagine it will be useful, but I feel like it's just like a Fitbit – it's not really a fashion accessory."
On the $14,000 Apple Watch Edition: "It's just like a Rolex. I don't think I would wear anything that flaunts wealth in such a blatant manner. I would not pay for a status symbol."
– Jane Lu, CEO of Showpo | Instagram: @thelazyceo
"Is it fashionable in the same sense that it's still considered 'cool' to own a Macbook or the latest iPhone? Absolutely."
"I wouldn’t consider the Apple Watch a “fashionable” item in the classic sense. It’s certainly not on par with the likes of Omega, IWC, TAG or Philippe Patek who’s watches all stand the test of time. Just by the nature of it having a battery that will depreciate over time I don’t think the watches will necessarily be collector’s items. But is it fashionable in the same sense that it’s still considered ‘cool’ to own a Macbook or the latest iPhone? Absolutely.
"I give it five years for almost everyone to have a smart-watch of some sort in the same way that the majority of people in the western world have a smartphone.
"I’ll likely be waiting for the second or third generation smart-watches. Not particularly Apple either. Probably the smartest design I’ve seen to date is Montblanc’s smart-strap whereby you still have a classic watch but with ‘smart’ functionality and a screen built into the watch band."
– Scott Purcell, Man of Many | Instagram: @manofmanytastes
"It's still too clunky to be glamorous."
"I love the Apple Sport more than anything, being in the fitness industry I see the most value with the Sport iteration.
"Both the ‘regular’ and the Edition range are beautiful, I can see the appeal, but for me this device still falls in to the ‘upgrade once a year’ part of Apple’s ecosystem, so as a fashion item, it’s a no from me.
"I’m more than happy to spend a few hundred dollars on a sport-assist wearable that allows me to do cooler stuff than I can currently with my Nike FuelBand, but knowing how timeless a good watch should be, I find it a hard pill to swallow to spend such a huge amount of money on a product that will likely be defunct within 12-18 months.
"I spend most of my days in my training gear, so an Apple Watch Sport would actually be a perfect addition to my day-to-day wear. But as for wearing it with an evening dress, sadly I would have to say it’s not for me. It’s still too clunky to be glamorous even if the top of the range model is made from rose gold. Sorry Apple!"
– Pia Muehlenbeck, model and owner of SLINKII Athletic | Instagram: @piamuehlenbeck
"Not a fan."
"I'm personally not that interested in the Apple Watch. I don't like holding my phone in my hands for too long let alone strapping a technical device to my wrist that would potentially run radiation through your body. Not a fan."
– Brooke Nash, model | Instagram: @brookenashhh
"It will be tough for the competition to match... but they will, eventually"
“Think of the Apple Watch as the revolution we had to have. With so many ‘smartwatches’ in the market, it was becoming clear that this category would forever be the red-headed stepchild of the timepiece industry. Apple (as per usual) have set the bar incredibly high, both in form and function, and it will be tough for the competition to match… but they will, eventually.”
– Luc Wiesman, Founder and Managing Editor at D'Marge | Instagram: @dmarge
Bonus round! I also spoke to Sylvie Cornu, owner of fashion boutique Estate of Mind. Her response? "Didn't even know there was an Apple Watch lol." This comment made my day.
Although not actually Australian, French fashion blogger and photographer Garance Dore, asked her readers what they thought of the Apple Watch. Her thoughts? "I think it makes sense for people who need to be constantly in touch, those who are constantly in business meetings or situations where a phone might be difficult but they still need to check their email. I plan on resisting, at least in the beginning, since I'm trying to tune out when I can, but who knows how I'll feel in a few months."
The Apple Watch can't take photos, so you won't be seeing it on every wrist at MBFWA 2016.
Apple might think their Apple Watch is the must-have arm candy on every fashionista's arm, but seeing as fashion bloggers and writers are glued to their phones for Instagram-worthy photos, it's a little bit... superfluous.
Let's face it: the Apple Watch is probably going to be the 'cool kid' of smartwatches, but we're not sold on it as a fashion accessory. Yet.