Jony Ive has dismissed suggestions that Apple might be becoming an “exclusive” company after it announced the new Apple Watch Hermès during this week’s iPhone 6s keynote. Ive does admit, however, that this kind of partnership is “highly unusual” for Apple.
Apple Watch Hermès is almost identical to the existing stainless steel Apple Watch, except it comes bundled with a Hermès leather strap in one of five styles, and boasts specially-designed Hermès watch faces. But we shouldn’t call it an “exclusive” product, Jony Ive says.
“We don’t think in those terms,” Apple’s Chief Design Officer told The Wall Street Journal in an interview alongside Hermès artistic director Pierre-Alexis Dumas. “I’m not comfortable with words like exclusive.”
Apple first teamed up with Hermès last year — before Apple Watch made its official debut — after Ive met Dumas for lunch in Paris. Ive admits that revealing secret details to a third-party company such as Hermès ahead of a product’s unveiling is “something highly unusual for Apple to do.”
Another first is allowing the Hermès watch faces, none of which feature an Apple name or logo and use Hermès own exclusive fonts. “I’ve been at Apple 23 years and this is conspicuous and singular. I’ve never known anything like this,” Ive added.
Apple already has a close connection with fashion, however, and recently recruited fashion industry executives from Burberry and Yves Saint Laurent who helped develop Apple Watch. Angela Ahrendts, Apple’s retail chief, was formerly the CEO of Burberry.
This isn’t the first time Apple has experimented with luxury gadgets, either. In fact, Apple Watch Hermès isn’t even the most expensive Apple Watch in the company’s lineup; that title goes to the Apple Watch Edition, which can cost as much as $17,000 with a leather strap.
Hermès has adapted three of its straps for Apple Watch, including the Double Tour, the Single Tour, and the Cuff, which are available in different color options.
Apple Watch Hermès will be available on October 5, but you won’t be able to order one from the Apple Online Store. Instead, you’ll need to visit select Apple Stores and Hermès stores throughout 14 countries, including the U.S., the U.K., and China.
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