ive watch bands

Apple continued its PR push for Apple Watch in Italy this evening, Jony Ive hosting a Design Week event in Milan allowing folks to try on the new wearable. The design chief also used the occasion to unveil what appear to be exclusive new colorways for the Apple Watch Sport band.

The photos you see both above and below, first spotted by 9to5Mac, were posted to Instagram by Umberta Gnutti Beretta, wife of heir to the Beretta firearms empire Franco. In them you can see Ive posing for photos, and a platter with dark blue, red, yellow, and light pink Sport bands.

new watch bands

To our knowledge, these Sport band colors have not been seen or talked about before today—outside of the red band that former pro rugby player Will Carling posted photos of earlier today. There’s also no word on when or if the bands will be available to the public, or what they’ll cost.

Although Italy isn’t one of the 9 Apple Watch launch countries, it plays a very important part in Apple’s plan to sell the device as a fashion accessory. On Friday morning, Phil Schiller and designer Marc Newson were spotted at the Salone Del Mobile Design fair showing off the wearable.

The Apple Watch went up for pre-order on April 10, and was expected to land in retail stores on April 24. However, intense demand and extremely limited supplies have forced Apple to retract the launch date, and it’s believed now that there won’t be Apple Watch stock in-store until June.

Source: Instagram via 9to5Mac

  • Jordan Ross

    It’s hilarious that this is considered news

    • Smokey

      It’s a blog, Dummy!

    • It’s actually very interesting that Apple is developing special band collections. It could open the doors to more in the future. You might not understand it but that’s not a reason to mock it.

      • Jordan Ross

        I understand it just fine, I own a 5s and a 13” Air which I adore but this business about selling rubber straps and then calling some of them special is a seriously bad joke. The sport bands are already 50 bucks, what’s the darker red going to be, 100? This is getting out of hand.

  • JoshuaHulgan

    Where the hell is teal?

  • WolfgangHoltz

    “exclusive new colorways” The last idiot is still standing.

  • Jim B

    with all that money why don’t they have better looking models? and what’s up with the one on the right, botox gone wrong…

    • M_thoroughbred

      I was wondering the same lol. It’s like she’s making a Facebook duck face. Do people still do that?

    • mlee19841

      lol. I see what you mean.. They could of took better pics.

  • George

    “To our knowledge, these Sport band colors have not been seen or talked about before today” holy shit its like they witnessed something remarkable.

  • Litchy

    I really like the red one 🙂 Hope they’ll release it as another product red.

  • mlee19841

    Didn’t want to get one, but after starting to see the apps get update with integration with the apple watch. Its starting to look even better.

  • leart

    That face

    • WolfgangHoltz

      The look you get when you thinking of how interesting it is that Apple is developing special band collections.

  • mrgerbik

    $200 a pop? Lol probably higher.