jts
...hate me...
In a way, I agree with you.It's not really about selling the edition itself. It's about the market and showing they understand what a watch is - that it's NOT just a technology piece, but a time piece and a fashion piece.
The options to personalise the device is absolutely the correct way to approach this idea. A gold option is merely the extension of this concept.
I like that Apple is trying to approach the whole thing with a major emphasis on the traditional watchmaking industry.
But there's something that they'll never be able to reproduce with the Apple Watch... and that's the timelessness of handmade watches with insanely precise tiny mechanical complications that outlast a lifetime.
And that's what lends value to a proper timepiece, and historically has allowed for such objects, even though "technological", unlike say, a bracelet, and pendant or a ring,... to also be made out of gold, an investment material.
So in the end, even though it's a watch, and Apple are set on passing the impression of understanding, respecting and trying to position themselves with the top watchmakers, Apple are still just making a "simple" smartwatch out of gold, which technically isn't much different from making a phone out of it too. It's an option. But an option that panders more to vulgar, noveau riche kind of spending, and within reason, since we're talking about gold on disposable electronics.
However, I'll give some credit to Apple and wait for tomorrow's event. Maybe we'll be pleasantly surprised by pricing and/or upgrade programmes presented.