Apple Watch edition gold side

Aside from the starting price of $349 for the Sport model, the Cupertino firm has yet to reveal pricing of its higher-end Watch and Edition models.

There are two schools of thought here. One says that Apple Watch Edition should sell for $10,000 a pop or more, not just due to its casing being made form 18-karat gold but because Apple will pitch it as a piece of fashionable jewelry rather than a technology product.

The opposite argument says the Edition model should sell for far less as it’s not an actual mechanical precision watch from Swiss watchmakers, so it would be crazy to price it as one.

Which camp do you belong to and how much should the Apple Watch Edition realistically cost, do you think? Cast your vote after the jump and meet us in comments.

Before we get to the voting, let me point out that Luma Labs co-founder Greg Koenig determined that the 42mm Apple Watch Edition could cost the company, based on the price of the gold alone, about $850 for an 18 karat process.

That’s the price for just this material alone and for the casing alone, which he determined would weigh 29.16g. Before we even add up Apple’s hefty markup, there are other costs to consider related to research and development, packaging, assembly, distribution, marketing, advertising and so forth.

Apple Watch pink gold_leather_large

And TechCrunch, after consulting with “jewelers familiar with the material” Apple uses for the Edition version, said last September the Apple Watch Edition could be priced at around $1,200.

On the other hand, Apple pundit John Gruber who wrote about Edition pricing on his Daring Fireball blog, doesn’t even rule out the $20,000 price point given the high prices of traditional gold watches.

Apple Watch yellow_gold_red_clasp_large

Be that as it may, clearly the Apple Watch Edition won’t come cheap, especially not in a sense “cheap” is defined in the technology industry.

But just how pricey (or not) it’s going to be is anyone’s guess. Now that you have a better understanding of the cost structure, we’re intrigued as to what you think Apple should set as the fair asking price for the gold Watch edition, band included?

Please cast your vote below.

But why on Earth would anyone drop thousands of dollars on a gold watch?

Before I even remind you that there are people who see burning $5,000 on a watch as no big deal on their bank account, let me point out that gold watches are first and foremost about prestige.

Pictured bellow: the Bulova Accu-Swiss First Edition of the Joseph Bulova Collection Percheron 24k Gold watch, introduced in 2014 and priced at $42,000.

Bulova Accu-Swiss First Edition

An expensive watch screams success and that’s why top businessmen, watch snobs and rich folks generally wear gold watches — they want others to see them wearing gold on their wrist.

A gold watch has always been an investment, too.

An expensive, precision-mechanic 18-karat gold Rolex that costs tens of thousands of dollars doesn’t lose much of its value after a decade, unlike a $20 Timex. In fact, the value of limited-edition gold watches tends to go up over time.

Last but not least, pricey watches are high quality and will run for years to come — that’s why they’re often passed down as a family heirloom from generation to generation.

Bovet Dimier Recital 12

I’m sorry but I just cannot imagine a $5,000 or a $10,000 Apple Watch Edition maintaining its value ten years from now. Compare the Apple Watch to top precision mechanical timepiece that showcase Swiss watchmaking engineering and you’ll know what I mean.

A good example is the rather complicated Bovet Dimier Recital 12, seen above, which is priced at $78,200, without diamonds.

In my mind, there’s just nothing sexy or exciting about the Watch’s Apple-designed S1 chip that’ll get outdated by the time a second-generation model hits the market.

So, what are your thoughts on the Apple Watch Edition pricing, repairability and other issues? Will its price be more aligned with Tag Heuer than with Rolex, do you think?

And do you think Apple could maybe take everyone by surprise by pricing the Edition version really, really aggressively, as in $999?

After all, the original iPad had long been rumored to start at $1,200, or more, until Apple shocked pundits by announcing its affordable, compelling sweet price point of $499.

  • :/

    Before the ridiculous price is addressed the question of who thought up the stupid name of Apple Watch Edition needs to be answered, then we need to discuss the design of this watch, this will take a long long time because there is oh so much to discuss, THEN we can discuss the price.

    • Fanboy 

      Tim Cook is probably at Apple like this watching us all argue over the pricing when he knows regardless they’ll sell out one pricing or another

      • herpederp

        that’s the face he makes when he’s taking it up the arse

      • SoylentGreen

        lol I know it’s not meant to be cool to say stuff like that but it’s very difficult not to laugh like mad at that. cheers for that dude ☺

      • Antzboogie

        Not to sure about that the Watch’s battery life better beat every other watch out there.

  • It should be free!!!

    • Should come with the purchase of an iPhone 😛

    • MKB4k

      $-999 (Get $999 for picking up the apple watch)

  • Dan

    I’d never pay this much for technology that will be outdated within 6 months. This watch will eventually be useless, it will not be passed down to your kids. Then again, some people have money coming out of their @sses, so I guess they will buy it to show off.

    • Rowan09

      It will always tell time.

      • Dan

        That’s like saying your iPhone will work in 20 years.

      • Rowan09

        A phone can be outdated but what new marvel did they introduce to a watch? Isn’t a watch for telling time?

      • Dan

        This watch will not consist of regular watch parts. It’s like a mini computer, it’s technology. Bang it around, usage over time, it will most likely stop working. I’m just saying that stuff like this usually doesn’t last as long as ‘traditional’ watches. Imo, this does not have the same value and longevity as your grandfather’s rolex watch.

      • Rowan09

        I don’t know of anyone banging around their Rolex but regardless Gold is gold and it demands a premium. Until I see one for myself I’ll hold judgement. It’s still a watch and any jewelry needs TLC.

    • Fanboy 

      I don’t think anybody would pay that much for technology, which is exactly why the Watch Edition isn’t technology. We have the Watch and Watch Sport for that. The fact that Apple is using an all gold casing (not gold plated) shows this is leaning towards jewelry. So while nobody would pay this much for technology, people would definitely pay this much for jewelry.

      • Dan

        Phrase it like you want, it’s technology. It will have firmware updates, run apps that will evolve and surpass it’s capabilities. It will eventually lag and stop working like any ‘computer’. Imo it does not retain it’s value like a ‘real’ highend watch.

      • Rowan09

        It’s gold and that’s why it will hold some value.

      • SoylentGreen

        Obviously it will retain its gold value, but I think people are taking that as a given. It’s no Rolex or proper Swiss watch and it’s not a regular watch,it sits somewhere in the middle, same way it straddles jewelry and tech, whatever happens they will make plenty.

    • Chindavon

      I’m pretty sure, Apple has a plan for upgrading the tech via fair trade value for next gen watches or what-not.

      • Dan

        They’ve never done that before. Really doubt they will now. Anyway, it was just my opinion, so skin off my back really.

      • Chindavon

        Why not? This is unprecedented and New to the market. Tech+Luxury+Fashion in one product, that could cost upwards to 10k. Easy to trade in for the gold value and pay the difference.

      • Eli Montoya

        I wouldn’t take this thing to the club…. Just saying. I personally wouldn’t call it luxury. More of a expensive tech device.

      • Chindavon

        I think this thing is the definition of luxury: 1) a condition of abundance or great ease and comfort. 2) a material object, service, etc., conducive to sumptuous living, usuallya delicacy, elegance, or refinement of living rather than a necessity.

      • SoylentGreen

        That’s one sold, regardless of price then. lol

      • SoylentGreen

        You can’t just invent possible ‘good deals’ and try sell them as good reasons to buy one?!?

      • Chindavon

        I”m not going to try and understand your message here.

    • Jordan Ross

      This bro, this. My dad bought a Rolex a few years ago, a platinum watch and honestly a real beauty. He said he’d leave it in the will for me lol, could he do that with a Watch Edition? Hell no. Would I even want it? No, i’d just melt the gold down. Apple is gonna stand up on stage and tell people the obvious benefits of Apple Watch over traditional watches but will not bring up the two things that traditional watches excel at. Battery life and what I would call longevity and/or timelessness. Apple does not want people to view the Apple Edition as a tech product when oh my effing lord: of course its a tech product. I’m upper middle class, for whatever reason I associate myself with the same class of people. No one I know personally has the money to buy a $10,000 wrist computer that will be outdated in a year. Who is the target audience for a 10,000 wrist computer? It wouldn’t be the folks in their 50s that can actually afford it, “a computer on my wrist? that’s nonsense” is exactly what my dad would say. Lets be honest though, if Apple sells one Edition they will have won because they’ve successfully convinced a moron who will use it as a status symbol (I’m sure these same people will be mocked often by others). Don’t get me wrong, Apple Watch is pretty cool. I will likely buy a Sport version in a few years when it is a more capable fitness tracker (like I can’t wait until it has it’s own GPS). But the Apple Edition, its a joke, right?

      • Fanboy 

        You know you’re going to be in line day 1 for the Sport model, quit your ranting already lol

      • SoylentGreen

        Funny that, it’s mainly upper middle class yuppies that consume this b.s. for fun.

      • Rowan09

        Why is it any more of a joke than $20k for a Rolex? All gold watches are status symbols that people make valuable. If one day people start saying Rolex is no longer valuable then no one will care. Does anyone know what modern marvel is in a Rolex? Does it tell time any differnt than any other watch? No, but hey I’ll take one because of the name, which is no different than what Apple is trying to do with this Edition.

      • Jordan Ross

        Except what Apple is selling contains a computer chip which becomes obsolete within years as opposed to traditional watches which if maintained lasts decades, if you don’t see the difference I can’t help you.

      • Rowan09

        I have a dell XPS the first gen and it’s works perfectly fine. The watch function will work which is what other watches do, tell time.

    • Litchy

      “so I guess they will buy it to show off”
      there simply is now other reason to buy a watch that costs more than 600$ except for showing off. People with enough money to buy whatever they want always want to show everybody what they have. And seriously, why shouldn’t they. I sure as hell don’t have enough money to buy some gold watch but anybody who says people who do are stupid… well thats just pure jealousy.

      Maybe someday I’m lucky, publish the next killer app and can do the same 😀

      • Dan

        I wouldn’t call them stupid for that alone, but let’s say there are better things to spend money on 😉

  • Xee

    It’s pointless as it will just be an expensive piece of jewellery with an out of date bit technology in a year or two. Unless Apple can retro fit an updated watch to the case.

  • john myth

    it’ll cost U$999

    • DroidBricker

      I disagree. $350 for the entry level watch + $850 in gold alone. I don’t think $999 will give Apple the profits they’ll be looking for in the Watch Edition model. I’m guessing $1200 at a minimum, but they’re likely to milk their higher end customers for a few hundred more so $1500 is my guesstimate.

      • john myth

        850 for the gold when building one single piece.. Apple is famous for their supply chain which can decrease prices

      • Rowan09

        Can’t really decrease the value of gold when it’s being sold at a premium.

  • Joey_Z

    Price can be high if Apple can service the watch just like any other mechanical watches. Take your old Apple Watch Edition to an Apple store, and then they will swap the newest technology in. Won’t be hard since it looks pretty “modular”, everything is on one piece of PCB. The service could be free for life if the margin is high enough. Or free for 2 swaps or 3 swaps…

    • alex5723

      Apple should take example from Guess Connect smartwatch :

      Guess says the Martian tech will be upgradeable as new features, sensors and hardware become available. That means anyone buying the Connect won’t have to fork out for a whole new watch every time.

    • Lagax

      This is an approach apple just doesn’t take. It’s clear they won’t, because they want to change the design and because of so many other resons.

      • Joey_Z

        How much have the classic iPod, ibook to Macbook, and iPhone changed if you look from the front since the very first generation? Apple is not Toyota, the look of Camry changes every 4 years, Apple is more like Porsche, they refine their original design. I don’t think Apple is going to change too much on the looks of the Apple watch. Otherwise it’s a slap in the face on Johnny Ive. If Apple wants to add more features to the watch, it can be done by swapping the one piece PCB and even the back cover for more sensors thus more ways of human-machine interaction, then leaving the jewelry part untouched. Otherwise, I can’t imagine people churning out thousands of dollars every year for a new watch. Plus, don’t you think it’s a wasted of gold thus no one will buy it if the Apple watch is a “disposable” thing? just my 2 cents.

      • Lagax

        Well, I would also argue that nobody is going to buy it if it costs $5,000, because it’s a tech product, even if some marketing people got journalists to say that it is, it will never be one. It’s a >beautiful< tech product, still it's a tech product. Still everybody said that nobody was going to buy an iPad 2 and that didn't happen, so let's see how this turns out… I would buy an AppleWatch Edition if it was only $1,000… they should have gone with gold-plating.

  • Should be Sport 149.99, Sport 42mm 179.99, Watch 179.99, Watch 42mm 199.99, Watch Edition starting at 349.99 and of course up. The whole pricing scheme of these devices are grossly high. I don’t plan on getting one unless someone I know gets one and sells me it super cheap after they dislike it. 2nd edition will actually be useful, but this 1st gen doesn’t have much in it.

    • Joey_Z

      sport edition will be more expensive than the stainless steel edition.

      • Lagax

        no

    • Lagax

      This is just ridiculous… The gold in the Edition is at least like $800, most probably more, it’s just unbelievable what some people think… Anyway: The pricing apple has revealed so far let me think that they are going to sell it like this (lets just call the big ones ‘plus’

  • iViperzLTD

    As many have said, it’ll get outdated fast. A high price point is effectively just for people to show off. To add on to this, the watch is a 1st gen device, I myself no longer plan (despite having planned to) to buy even the sport edition due to the battery life. People are comparing the Edition to the likes of near perfect watches, built with the highest expectations and built to last and maintain value. Technology ages over time and fast. Just because technology is coated with gold doesn’t mean it’s worth a ridiculously massive price tag. Then again, this is Apple we’re talking about, quality is what we expect. I just don’t see it worth a good investment like the amazing high end watches such as Bulgari or Bovet. Personally, I see the Edition in the range of 1.5k-2.5k if the $850 cost is correct.

    • Rowan09

      Gold watches are all about making a statement and showing off.

  • Chindavon

    Funny. 31% voted for $999. The gold alone will cost up to that much.

    • Lagax

      These estimates are very high… “Up to” means that it will be much less as long as apple is considered for manufacturing costs.

  • n0ahcruz3

    This is like comparing apples to oranges, the Apple watch gets updated every year(assuming) while a rolex watch, when u buy one u keep it forever and it doesn’t lose it’s value because not only it’s a watch but a jewelry. The apple watch on the other hand after a few years of app downloading, firmware update etc it slows down then u have to buy the next gen.

  • 20,000$. PERFECT

  • Haraesh Jayalingam

    Lowest is $999? I love the devices from Apple though I use only an iPhone 6 plus now, but $999 even for a high end watch is just too much. It doesn’t make any sense

    • High end watches often cost over 5-10 thousand dollars :/ The worst part about their pricing is the fact that all they do is tell time accurately and look good. Good features sure, but in retrospect that isn’t much for the big price IMO.

    • Fanboy 

      You know what doesnt make sense? That people dont realize that you can buy this exact same watch, without the gold, for…. wait for it…. $350. What?! No way?! Yep you guessed it, the Apple Watch that Tim Cook announced starting at $350 is the exact same as the Edition. So if you cant afford to buy it with a gold casing just go with the regular or Sport edition like most of us will.

      • Haraesh Jayalingam

        I couldn’t agree more. Material value doesn’t seem worth the extra bucks if its the same thing under the hood.

  • Matt

    Anything over $10000 should be free upgrades for 10 years. Meaning you can bring the watch to an Apple Store and have the actual watch replaced inside the gold casing for free.

    • iPhoneWINS

      ii agree 1000000%

    • Litchy

      That would be awesome! Not that I could ever afford it 😀

    • Dan

      Well that’s ludicrous.

      At least they could offer to replace the ‘inside’ for the price of the standard current watch though.

  • iPhoneWINS

    $250

  • Matt

    There is nothing special about the watch whatsoever except that it’s gold. There is no complex moving parts inside that take precision and time to assble.
    All it is, is rather ugly (opinion obviously) smart watch with a gold shell that’s exactly like the watches everyone else can buy and with day’s worth of battery.

    • Litchy

      Oh you mean like all luxury watches? Mostly rather ugly (opinion obviously), with gold and diamonds, doing exactly the same as all other watches that cost much less… yeah… I don’t think you can argue that way^^

  • slugslayer

    Actually I don’t care about how much the apple watch edition might cost, I really would like to know how much the steel edition (especially the black one) will be, to be honest: everything above 500 bugs is way tooooo much, and actually this is already crazy and won’t hit the market with a big boom …
    As someone stated before, technically it will be outdated in almost 6 month, so it’s kinda stupid to pay, yeah already 500 bugs, more than this … isn’t it?

    • Dan

      Imo 500 bugs is not so expensive. 1 cricket costs 10 cents at your local pet store.

  • Hussain Alsanona

    PLEASE I’m sick of the Apple Watch Edition, wait and see.

  • Andres

    Apple is probably going to have a trade in program to melt down the gold and make new watches for new generations

  • czbird

    Ok, I would pay a hundred bucks just to have a new toy for a while. Why would anyone buy a watch that will get old in a year, and outdated in two? Wait! I’m not buying it anyway, it’d have drained battery before I arrive to work 🙂

  • Chris

    If the article is accurate about it really costing Apple $850 just for the casing and material alone then this will no where near be $999 pricing. Factor in Apple mark up, packaging, assembly, distribution costs along with marketing, and advertising this as “fashionable jewelry” rather than a technology product, and you’ll have a much higher price tag. I’d be ABSOLUTELY shocked if we see anything below $1,800 – $2,000.

  • Eli Montoya

    I don’t know if I should take these articles seriously anymore

  • Nirvana

    It’d be pretty much nicer if an iPhone comes as a freebie bonus when purchasing a gold Watch, just a suggestion!

  • SoylentGreen

    If it’s just a glorified normal digital watch inside then any price higher than their usual formula for calculating market price for any device should not change, but because Apple are well aware of the isheep it will likely retail like a Breitling, Rolex etc