Sunday Times March 1

Following from features in fashion magazines in France and Germany, the Apple Watch has made its UK editorial debut in Sunday’s publication of Style. Although the Watch is not on the cover of the issue I received, there are four covers circulating — one of them features the Apple Watch as the cover photo. Regardless of whether you get a copy of the magazine with the special cover or not, inside the Watch gets three pages of press coverage.

The main picture features Guinevere Van Seenus wearing a 38mm Apple Watch Sport with Space Grey case and black sport band. The written accompaniment says that the Apple Watch does not convey ‘power, status and discernment’ like a Rolex can but holds back no punches in saying it will ‘wipe the floor with existing smartwatch manufacturers and give mid-market watchmakers a fright’. The magazine compliments Jony Ive in particular, for the design.

Jony Ive has got the tone of the Apple Watch just right. It looks elegant but not standoffish, and as well as the 18 variations of the regular version, there are the 10 Sport options, which come with a lightweight case, strengthened glass and a rubber strap, plus the more expensive Edition range (six models), made from 18ct gold.

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Sunday Times June 24, 2012

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