Here Comes Apple's Watch. Should Watchmakers Be Worried?

There’s a kind of man who calls a watch a timepiece. He can tell an Audemars Piguet from a Vacheron Constantin at 50 paces. This is the kind of guy—and it usually is a guy—who doesn’t worry about battery life or even accuracy, at least when it comes to the device strapped to his wrist. And he probably won’t change his ways now that Apple Chief Executive Officer Tim Cook has finally shown the world what’s up his sleeve.

On Sept. 9, Apple unveiled its long-awaited Apple Watch. Unlike Samsung, which has pitched its watch as “wearable technology,” Apple is embracing watch-y-ness. There are 3 collections, 2 sizes, and 6 straps, for a total of 34 styles, unusual for a company not known for variety and choice. At the high end, the Apple Watch comes in a solid (yes, not plated) 18-karat yellow or rose gold case.