Is an Apple Watch really better than a Swiss timepiece? Heritage watchmakers like Rolex, Audemars Piguet and Patek Philippe need to innovate quick – or risk extinction

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Daniel Langer

Daniel Langer is the CEO of the leading luxury, lifestyle and consumer brand strategy firm Équité (equitebrands.com), and the professor of luxury strategy and extreme value creation at Pepperdine University in Malibu, California. He consults some of the most iconic luxury brands in the world, is the author of several luxury management books, a frequent media commentator, a global keynote speaker, and holds luxury masterclasses in Europe, the USA, and Asia. Follow @drlanger on Twitter

Apple Watch一個app秒變Rolex勞力士Omega歐米茄或百達翡麗名錶

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撰文： 世界高級品 最後更新日期： 2020-08-01 08:02

智能手錶雖然說是和機械錶本質不一樣的產品，兩者各有各的優缺點，不過如果單就變化性來說，智能手錶可以玩的花樣的確比樣式固定的機械錶高出許多，例如如果你覺得智能手錶的錶面看久了很膩很無趣，那麼有一些個人化的App可以幫助智能手錶錶面變得更有趣，以Apple Watch來說，目前市面上有一個免費的App就很好用，它的特色在於可以去下載很多知名品牌手錶的面盤樣式再套用到Apple Watch上，因此所謂的一秒變勞力士（Rolex）的確是有可能的。

除Rolex、Omega外還有Gucci、LV？用戶更可自製獨一無二錶面（點圖放大瀏覽）：

這款免費App名為Clockology，裏面有許多名錶面盤造型可以套用，而有興趣的人可以按照一下步驟來幫自己的Apple Watch換上耳目一新的名錶（如勞力士）桌面。首先要用iPhone去App Store下載Clockology，接着到watch App上把Clockology裝到Apple Watch上，然後就可以在Apple Watch打開Clockology。

點開iPhone的Clockology App後，點開右上角的「+」號就可以開始設計錶面，而如果覺得自己設計太麻煩，其實Clockology的Facebook group就有許多網友已經自行設計好的檔案可以免費下載使用，只要在group裏面看到自己喜歡的錶面設計就可以按下檔案連接。

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由於每個作者分享的檔案連結不同，但大致步驟就是在右上角選擇Safari開啟、選擇一些下載在iPhone上、點案手機右上方的下載圖案、再點開剛剛選中的錶面設計，這個檔案就會在Clockology上打開，打開後長按檔案把它拖移到Clockology的資料夾，這樣就會有一個專門的檔案夾可以收集錶面自製檔，而無論你是要一次同步一個或是一次同步多個錶面，只要選好之後再按下右上角的閃電圖案，就會同步到Apple Watch上，而透過Apple Watch的3D Touch功能可以直接在錶面進行一些設定操作，例如刪除錶面和鎖定錶面等等。

如果你對這樣看下來還是覺得有點複雜，也可以試試到YouTube上去搜尋相關的教學影片或到Clockology的Facebook group裏面直接向臉書大神們求助，通常網友們都會很熱心地幫忙排除疑難雜症。

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【本文獲「世界高級品」授權轉載，原文：Apple Watch也可以化身勞力士、歐米茄或百達翡麗名錶】

An Apple Watch ‘Explorer’ edition is a great idea (and not because adventurers need it)

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The latest rumour about the Apple Watch Series 7 is that Apple is planning to release a more “rugged” version, perhaps alongside the regular version (expected later in 2021) or perhaps early in 2022.

That’s according to a report from Bloomberg, which says some inside Apple have dubbed this the “Explorer Edition”, and that it offers “extra impact-resistance and protection in the vein of Casio’s G-Shock watches”. This feels like a great move to me for two reasons, one of which is good for me, and one is good for Apple.

First, let’s talk about why Apple would do it. The Bloomberg report says that the new model will be “aimed at athletes, hikers and others who use the device in more extreme environments”. I would be surprised if this is its primary purpose. I certainly think it’s being designed for the parameters that extreme sports lovers would want, in terms of its damage resistance, waterproofing and so on. And I bet there’s of people like that at Apple, because it’s that kind of place, and some are undoubtedly working on this watch and making it exactly what they want it to be.

However. The extreme sports market is not exactly massive. Apple has no problem catering to niches, but it would probably rather cater to larger groups who can really move the ol' profit needle. You know what group is large and loves to wear watches made for extreme conditions even though they won’t ever push them to those conditions? Men.

Think of some of the most iconic watches of all time; Rolex Submariner, made for diving; TAG Heuer Monaco, made for motorsport time tracking; Omega Speedmaster, worn to space. Think of the people who wore them: Connery as Bond, Steve McQueen, Neil Armstrong and Buzz Aldrin.

Think of the G-Shock itself, mentioned above – an icon of toughness since its introduction nearly 40 years ago.

People buy these watches – or more more affordable models that evoke them – because it’s fun to think that you might need their extreme features one day. Because to wear one with your business suit implies that you might unbutton your shirt to reveal a wingsuit at the end of the day, and you’ll basejump your way home. These watches are cool because what they were built to do is cool, and to wear them feels like you’re dialling into that. They’re a little act of rebellion against the mundanity of everyday life.

I have noticed that most people I know with an Apple Watch are women. This is just anecdotal, and I have no idea how closely it reflects Apple’s own sales figures – and I’m certain that one factor is that Apple is one of very few smartwatch makers focusing on women’s sizes. I know men with smartwatches that aren’t Apple Watches, but very few women (and those few women all have Fitbit watches).

So I wonder if an Apple Watch Explorers Edition would aim to appeal largely to people who like a rugged look, and who don’t feel like Apple’s current range of options really scratches that itch – even the titanium model. And I think it could sell like water-resistant hotcakes for that reason, regardless of whether it’s actually any good for free climbing or whatever.

You want a bit of this iconic tough design in your Apple Watch, don’t you? (Image credit: G-Shock)

Variety is the spice of life

That’s the part that’s good for Apple. But I’m not someone who covets a tough watch. I’m just someone who’s starting to wish that the Apple Watch included more variety than it does now, and this could be a great positive sign for that, if it happens.

The Apple Watch comes in three materials with eight different colours, two sizes and [checks notes] I’m seeing here… one billion different band options per year? Sounds about right.

Yet after these years of basically the same design, I do find myself look at wonderful regular watches with various different shapes and flourishes to their cases, and wishing for something new on the Apple Watch (which I refuse to switch from, to be clear).

A version with some G-Shock DNA in it would surely have to mix up the design a little – moreso than the Apple Watch Nike or Hermes editions, which just include special bands and watch faces. I’m hoping that if Apple cracks the dam holding other designs back with this rugged watch, new looks might start to flow. I doubt we’ll see a version with a round screen or anything extreme like that, but I would love to see Apple play with some chamfering or dual-tone cases or other cosmetic changes.

Maybe this whole thing is just something someone in Cupertino was playing with and will never see the light of day – but I think there’s a good chance of Apple going for it, and I hope it’s just the start.