The Apple Watch Edition isn’t even on store shelves and already, rumors are circulating about updates. Thinking through the conventions of luxury watch materials, we would not be surprised to see platinum, titanium or ceramic casing material—all with an Apple twist with specialized manufacturing and unprecedented purity. While we don’t expect to see updates to the watch case design for at least 12 to 18 months, material choices could be a way to provide seasonal newness, especially for holiday. We’d expect extremely limited quantities, leveraging scarcity to further establish the Apple Watch Edition as a collectible and elite statement. We also expect a trickle-down effect so that as more and more exclusive materials define the Apple Watch at the high end, entry and mid-tier consumers will be driven to more accessible options, effectively re-engaging consumers across the price spectrum.

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