The luxury of the Apple Watch Edition

31 Oct 2014 • sixcolors.com

And what gold! My favorite moment of Apple’s entire presentation was a nearly throwaway line about how, on the Apple Watch Edition, Apple’s team of metallurgists had developed a gold formula that is “up to twice as hard as standard gold.”

I know what you’re thinking. You’re a jeweler. You’re looking at Apple and thinking, “Technology guys are not going to just figure this out. They’re not going to just walk in.” But here’s Apple, fresh to the watch game and claiming they’ve fixed gold.

I don’t know whether it’s funny because of the idea that Apple could improve on a material that’s been used in jewelry for millennia, or because we’ve got to add metallurgy to the list of areas Apple is now disrupting. Or both. Could it be both?

Love Apple so much.