Hubert Burda Media

Apple and Hermès Team Up

Apple and Hermès Team Up

Apple and Hermès Team Up

Everyone's talking about the new iPhones coming up but I'm more interested to see the results of this unlikely partnership.

Here's the thing: I’m not a big fan of the Apple Watch. It’s been on my wrist for close to ten weeks now and while the timepiece does have its benefits, I still stand by the review I wrote two months ago. Sales of the Apple Watch have also been less than spectacular after the initial bang on the first day although analysts predict that the numbers will spike back up during the holiday season.

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With the announcement of the new Apple Watch Hermès collection last night, those figures might rise earlier than predicted. While the first version of the Watch isn’t a game-changer by any means, it’s definitely a beautiful piece of tech. I dare say the new Apple Watch Hermès is even more attractive, judging by the press images.

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The indisputable star feature is the gorgeous leather band. Inspired by the luxury brand’s equestrian heritage and handcrafted by its artisans in France, the bands come in three forms – single tour, double tour and cuff.

It’s an interesting collaboration and makes clear Apple’s intentions with the Watch, positioning it as not just a smartwatch like what its competitors are doing but as a fashion accessory essential. Time will tell if this collaboration works out but we have high hopes.

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