Roger Fingas
In announcing the Apple Watch Series 2 on Wednesday, Apple also silently did away with its real-gold Edition line, replacing the material with tougher ceramic.
A single ceramic model — in white, with a matching sport band — is listed on Apple's website for $1,249 at 38 millimeters, or $1,299 at 42 millimeters. Gold units of the first-generation Watch started at $10,000 and could go as high as $17,000, despite not being functionally different from cheaper hardware.
When it first launched the Watch in 2015 Apple treated the gold Edition line with fanfare, highlighting it at press events and ensuring celebrities like Beyonce and Karl Lagerfeld were seen wearing it. Buyers were given special treatment, including different delivery options, a custom case doubling as a charging dock, and personalized try-on/shopping experiences at retail stores.
Gold models appear to have had limited popularity even among the rich though, as they were ultimately diminished on Apple's website, and the company talked about them less and less frequently. Celebrities like Stephen Colbert gravitated towards mid-tier stainless steel models.
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50 Comments
The Gold Apple Watch served it's purpose as a topic starter and by only selling it one year, they have cemented it as an eventual collectors piece.
I agree with georgecreedle that the gold models served their purpose to create buzz about the product. They are now rare collectors items that will only increase in value. I suspect this was Apple's plan all along.
Looks like it comes with the Dock Charger too.
like Cook said at launch two years ago, Edition was a limited edition. nothing real controversial about that, tho im sure there will be those will try to spin it as further proof of doom or something.
This is definitely much more Apple-like than the previous Edition.