Interesting article:
https://www.hodinkee.com/articles/why-jack-forsters-cant-take-off-the-apple-watch
My wife and I have not touched our high-end Swiss since owning Apple Watch. My brother has Rolex DeepSea and GMTIIc in safe while wearing his Apple Watch daily.
Some quotes from link:
"Having worn an Apple Watch almost exclusively for the last month, I feel absolutely confident that mechanical watches aren’t going anywhere for now. But the Apple Watch isn’t either. It’s almost improbably well done, and
it shows a willingness to think creatively that ought to be heeded by the luxury watch industry – and it also suggests to me that underestimating its impact, and Apple, is dangerous.
Conventional wisdom has it that the Apple Watch is only really a threat to quartz and mechanical watches in a comparable price range. I’m not sure that’s true, and there are several reasons. One place the threat is most obvious might surprise you: the bracelet of the black DLC-coated Watch.
This is probably the single best designed bracelet I’ve ever seen on any watch, period. It’s astonishingly intelligently designed and should have the watch industry really worried.
In dismissing the Apple Watch – or in rushing to market with poorly thought out, or obviously overpriced and cynically designed smartwatches –
I think the Swiss watch industry is missing something, which is that Cupertino may understand luxury better than Europe right now. If that bracelet had been designed in Switzerland it would probably have added four figures to the cost of the watch it came on, and I'm not sure that there is a watch brand in Switzerland with the imagination to design something like this right now.
The big picture, though, is that
you get something that has enormous thought put into every detail – both hardware and software – to such an extent that it would be oppressive if it weren't in general so good. What scares me about luxury watchmaking nowadays is that it often forgets that good design, and getting the details right, still matter. Yes, luxury is storytelling to some extent, but that often turns into products and companies that over-deliver on marketing and under-deliver on product quality, and when the gap between the story and the product becomes too noticeable people simply lose interest.
I think the Apple Watch is winning the smartwatch wars right now for several reasons: better UI is one (I struggle to find Android Wear compelling, in any form, at least so far) and its ability to keep your phone in your pocket, and your head up, is another.
One of its biggest secrets, though, is this: it shows every indication of having been made by people who love and understand watches, and who know that for any kind of wearable to succeed, it has to be love at first sight. And that's why it's not only a threat to other smartwatches, but to mechanical watchmaking. It’s a truism in watchmaking that the face sells the watch, but that truism is based on something bigger, which is that for something you’re going to have on your skin all day, you decide in microseconds, and with your heart, not your head, whether it’s for you. I used the word “seduced” several times in writing about Apple Watch, because its ability to be instantly seductive is the reason you give everything else about it a chance. The Apple Watch is seductive; Google Glass was not, and the rest is history.
Apple’s actually succeeded in doing with the Apple Watch what they did with the iPhone: inventing a new experience. Whether that experience is one ultimately more compelling than the one offered by mechanical watches, nobody knows.
What I don't think the luxury watch world can afford is complacency. If it fails to realize that what the Apple Watch actually offers is not competition, but a convincing alternative experience – and if it doesn't take the hint that luxury is ultimately about attention to detail, not marketing or price point – it could be in serious trouble."