Latest stop in the Apple Watch tour of the world’s fashion magazines is the Australian edition of Elle, where fashion editor Sara Smith models the watch and “shares her tips for making the watch work in your wardrobe.” The magazine’s editor in chief, Justine Cullen, also shares why she wants one …
For the ‘Elle look’ shown above, says Smith, no other accessories are needed.
Team the Apple Watch with chic tailored separates and martial arts- inspired pieces. That’s how I styled it for ELLE this month – everything is belted to give it a karate-inspired edge. Add a pair of sports shoes, no need for jewellery or accessories because the watch is the hero.
The piece also has advice on clothing to wear with the watch for work, the weekend and a cocktail party.
Editor in chief Justine Cullen says she also loves the functionality.
I love the idea of having all the things you need to know – such as your next meeting – on your wrist at a glance. I love that it will prompt me to get up from my desk and move once an hour, and keep track of all my activity. And I love that it’ll discreetly tap me on the wrist (no more invasive rings and vibrations) when it wants me to read a message or to tell me I need to be somewhere.
Those three messages–notifications, activity and discretion–are likely to have been influenced by Apple, providing some insight into how the company is positioning the watch for a fashion-oriented audience.
The Apple Watch has previously been featured in fashion bible Vogue in the US, China and France, as well as Self, Style and East Touch.
We recently exclusively revealed Apple’s retail plans for the watch, including 15-minute appointments, ten or more try-on stations and dedicated staff for sales of the $10,000+ Edition model.
FTC: We use income earning auto affiliate links. More.
Being completely On Topic here, that is one very nice looking model. And after seeing her, I also took a look at the clothes. I like the design of the jackets, but not the belt/straps.
Keeping in mind that I still intend to buy one, you know what bothers me most about these ads to date? They all show the watch with the screen illuminated, but of course we know that the majority of the time it will be a blank screen.
I’m looking forward to owning one, but it is still a bummer that under normal circumstances, it won’t look like a watch.
“They all show the watch with the screen illuminated, but of course we know that the majority of the time it will be a blank screen.”
It’s only a blank screen if you are not looking at the Apple Watch. So, not seeing a blank screen only when you are NOT looking at the Apple Watch, should not bother you. (Especially since this is saving battery life so that you can enjoy using your Apple Watch for MUCH longer than if the display was illuminated 100% of the time)
If a tree falls in the forest, can anyone hear it scream?
(͡° ͜ʖ°)
You missed what I’m getting at. If you are selling it as fashionable, would it not be more appropriate to show the watch in its usual mode (off)??
Of course they wouldn’t. It doesn’t look as good when it’s just a black square.
That was the point. A nice watch is aethetically pleasing because of its band and watch face. It is a bummer that for the majority of the time, it will be blank. In my case, a black band with a black face.
I’m aware of the battery limitations, it typical is in this industry. A shame batteries haven’t progressed as fast as the tech has.
I guess to add on… none of the models to date are looking at their watches when the photo is taken.
“You missed what I’m getting at. If you are selling it as fashionable, would it not be more appropriate to show the watch in its usual mode (off)??”
“none of the models to date are looking at their watches when the photo is taken.”
We always see ads for TVs and computers with the screen “on” and something pretty on the screen, even when there are no models in the photo looking at it either… even though, most of the time in real life the TV screen is off and black, and so is your computer monitor… especially when you are NOT looking at them.
So why do TV ads and computer ads show the screen lit up, instead of black (which is the way it is most of the time)? Because it looks MUCH more interesting than a black screen.
Yes, you are correct that the models in most cases are not looking at the Apple Watch. And even though it is possible (but not likely) that the Apple Watch has just been lowered (in 2 of the 3 photos) and may not have turned off yet… that is beside the point.
Advertisers want to show their products in the best light.
Have you ever gone into a McDonald’s (or any other fast food restaurant) and asked for a Big Mac that looks exactly like the one you saw in TV ads or in the sign behind the counter?
The adverting for TVs, computers, smartwatches, smartphones, etc. may not be 100% true to life situations, but at least they are A LOT closer to reality than many other advertising images we see, and accept without question every day!
My computer isn’t being sold to me as fashion. It’s being sold to me first and foremost as tech.
Watches are different. If I put on a watch today, I do so because I like the way it looks, I like the way it matches an outfit, etc. A normal watch always shows an interesting face. The Apple watch doesn’t, because it’s limited by battery life, which makes it appear as nothing but a black band when not in use. It should bother me then, because it does.
Why do I care about how it looks when I’m not using it? For the same reason I wear clothes after I’ve walked away from a mirror.
Shrugs. It’s fair criticism, but it is what it is. The tech isn’t available to always show a nice watch face.
” A normal watch always shows an interesting face. The Apple watch doesn’t, because it’s limited by battery life, which makes it appear as nothing but a black band when not in use.”
The problem with that comparison, is that you are comparing a mechanical watch to the Apple Watch, when they are in two entirely DIFFERENT product categories.
A mechanical watch is NOT the same type of product as a smartwatch, in the same way that a bicycle is NOT the same as a car.
There are some similarities… but MUCH MORE differences!
Just because the Apple Watch has “watch” in its name, and you wear it on your wrist, it is NOT the same as a mechanical watch.
The Apple Watch is really a wearable personal computing and communications device… The mechanical watch is NOT!
If you just want something on your wrist to tell the time, then all you need is a mechanical watch.
If you want a personal computer and communications device on your wrist (to make and receive phone calls, text messages, use map navigation, control home devices, use Apple Pay, track your health, Internet usage, install and run apps, etc.), then you need the Apple Watch.
Yes, the Apple Watch has been designed with fashion and high quality in mind… But it is definitely NOT the same type of product as a mechanical watch.
Once you realize that the Apple Watch is really a personal computing and communications device that you wear on your wrist, you will understand that it is not in the same product category as a Timex or Casio watch.
“Why do I care about how it looks when I’m not using it? For the same reason I wear clothes after I’ve walked away from a mirror.”
If you are THAT concerned about it, there is probably a setting in the Apple Watch that will leave the screen “on” all of the time. (They probably used this setting for the photos with the models).
If battery life is less important to you than not having the screen shut off automatically, then that is your choice. But I think most people are less concerned about how the Apple Watch looks when they are NOT using it, than they are concerned about getting better battery life.
A black screen would be more literally accurate but less representative of the product as an experience; it would just be confusing to non-techies. Besides, even the iPhone is rarely portrayed with a black screen when Apple shows it floating on a white background. The device shows you what it is; showing its home screen hints at what it does.
Apple Watch ads just aired tonight in Australia (23/3/2015). I haven’t seen them online or elsewhere.
Thanks, Andrew – which channel(s)?
http://youtu.be/1Ql0Z8Il73s This ad? I haven’t seen it yet, addmitly I haven’t watched match FreeView, but what channel/time slot
The apple watch is a very feminine looking product. That’s why you see over 70% of the adds with it being worn are with women as the models. I figure Apple is targeting women more with the watch and is part of Angela’s agenda from Burberry.
Have you ever seen a watch designed for women? I suspect not.
Agreed. I was actually debating if I should get one of those. But then I decided it’s too feminine for me so I wouldn’t get one. Maybe I will if they make a watch with the circular display and better (less feminine) design.
My wife has many watches, as to her they are a fashion accessory far more than they are an object of utility. They’re also all absolutely tiny, as she has small wrists. The notion of her wearing just one watch, and an absolutely gigantic brick of a watch devoid of style would be absurd to her. Meanwhile she’s perfectly happy to use her iPhone 6 and iPad Air 2, as they have nothing to do with fashion.
I just can’t see the Apple Watch (or any other oversized smartwatch) ever being popular.
Because you are comparing it to your situation and not a general population.
Except that the watch is not oversized.
you must be crazy because apple watch still seems small, even when worn by an anorexic women like in this post.
Most high end women’s watches (the one’s typically featured in fashion magazines) are in the 32-34mm range, but there are plenty of women who don’t like dainty watches, especially now. Just like smartphones, larger was have become more popular.
That said, if I can assume that Inaba-kun’s wife is Asian, her wrist is probably smaller than the “anorexic” Sara Smith. I worked for a company that sold watch winders internationally, and one of the most frequent complaints we got from customers in mainland China, HK and Japan was that even our winders’ small cuffs (which had to be purchased, unlike the “standard” cuffs) were too large for them to put their watches on—and these were men complaining.
I like it – looks very minimalist!
Purely Me by Denina Martin