by mk

My week and a half wearing an apple watch has taught me one big lesson about watches. A watch is only secondarily used to tell time. Upon realizing this Apples’s whole advertising strategy around the watch suddenly made sense. The Apple Watch is not about utility, it is about the materials that make it up and the people who care about those materials. Watches are actually social signifiers more than time pieces, fitness trackers, or notification screens, they communicate the wealth and status of the wearer.