AppleWatch, redefine the fashion table

The week before the Basel show, Apple released Apple Watch, which not only dominated the technology headlines, but also sparked a craze in the fashion world. It is not the watch itself, but the impending change that is triggered by the watch, which is being watched and hotly discussed. Apparently, Apple's AppleWatch smart watch is designed to redefine the watch, at least to redefine the fashion table, not to define smart wear.

for traditional technology companies, people usually know that they stay in the technical function, or advanced technology, rarely associated with fashion. At least until Mr. Jobs's new Apple was created, most people were aware of technology companies. But after Mr. Jobs's makeover of Apple, we saw two very important genes in Apple: the integration of technology and fashion, breaking the relative fragmentation of the past, and redefining, activating, and transforming an industry with a product. This time, the Apple is the technology and fashion of the gene across the world into the Watch field, will it be the traditional and old watch this industry impact? The answer is obviously yes.


from the development of the watch, it can be said that before the digital society, the core value of the watch selling is time. No matter how the mechanical watch gives its added value, whether it is a diamond or a handmade one, and whether it is the hand of a famous artist or the hand of an ordinary designer, its core value must be based on the movement, or the accuracy of the timing.


We can also understand that digital society before, most of the value of watches is a technical beauty, art is only an external value amplification, not the core value. But after the digital society, or more accurately understood as the timing technology beyond the mechanical-driven timing, the core value of the timing that the watch used to embody was replaced by the beauty of fashion. In other words, time is no longer the core of the scarce value, especially in the digital, information period, the way to get the times, channels are everywhere. At this point, the fashion beauty of the Watch has become a core element in determining its value, which includes some additional value beyond beauty.


on the other hand, when the technology of any industry develops to a certain stage, the technology will enter a mature and stable period, and the cost of the investment will be much higher than the commercial return if the technology is to be upgraded. In addition to the core technology in the level of value release, its harvest of commercial value will be magnified effect. In particular for the fashion industry, the use of fashion elements to release its commercial value can be said to be the essence of instinct, whether it is luxury goods, jewelry, watches, fashion and other industries.


Watch sells a "show"


This also lets us see the watch gradually from the past selling time, evolved into today's selling is no longer to sell time as the core, but time some social or psychological additional attributes. Including the Basel show, the major brands are more based on the timing technology beyond the level of value amplification. such as fashion, decoration, crafts, materials, and even man-made through the scarcity of mold, so as to achieve value amplification. The most intuitive is through the brand in recent years in the exhibition on the release of new products, for women, to fashion as the theme of the table more and more, this is the same.


whether it's male or female, the motivation for wearing a branded watch is not the acquisition of time, but the value of a "show", which is at the heart of many luxuries and jewellery. Of course, this kind of "show" is also one of the core elements of smart wear, called intelligent Wear, on the one hand is intelligent, that is, technology, on the other hand is wearing, that is, the traditional fashion industry. Popular understanding is that the technology through the wear on the body to display, and the use of fashion to release its value, so that we can not only be used up, more can "show" out, which is the core must be fashion and beauty.


once for the relatively closed industry of clocks, intelligence is a product of modern technology, with the traditional time to wear the value of the clock is not much of a relationship. Most traditional watch brands are not bullish, even when smart watches are being fired in the tech world, when Apple is about to enter the field of watches in smart form.


until Apple's massive excavation of fashion brand designers to join its smart watch project, including Swatch, Omega and other Swiss watches and clocks began to recognize the crisis. Because Apple clearly realizes that the core value of the watch's past time will be reshaped by technology, and "show" is still the core driving force for users to buy and match. That's why Apple Watch, as we see it today, have n style changes.


Perhaps some traditional watch brands think that the formation of the clock brand needs a long culture and time of precipitation, and Apple as a technology company obviously lacks this precipitation. But what is not to be overlooked is that Apple's dilution of Apple's Watch's sense of technology and its sense of fashion has been so simple as to allow those on the red carpet to replace the Swiss watch with the High-tech fashion watch.


the impact of these populations on the entire clock industry will be subversive. Just as the previous iphone affected Finland, Apple Watch is on the way to changing the Swiss clock. We may find it difficult to see the timetable for smart watches replacing the mechanical watch in the short term, but the pace of replacing the fashion table has been turned on.


Just imagine, we're wearing an apple Watch, its strap can be changed at will with our different social occasions and clothes, wear it, regardless of the occasion, we can make the dial to show the corresponding style; wearing it, we no longer need to carry all kinds of bank cards, just through it a brush to complete the payment Wear it, we no longer need to print boarding pass, wear it, all kinds of keys, remote control will soon be replaced, wearing it, our health more than a management assistant; We not only feel the charm of fashion, we can experience the joy of the life of technology.


If the traditional watch is a symbol of fashion and identity "show", then the smart watch brings a fashion, technology and identity of the symbol of "show."


Watch Industry will welcome the second "Spring"


compared to technology companies, I think the traditional watch brand into the field of smart watch is more advantageous. The reason is simple, traditional technology companies in the product is usually mainly technical performance, more consideration is the practicality of the product, or can be understood as hard, and fashion brands are more focused on visual beauty and added value, or can be understood as soft performance. Especially for watches and jewelry brands, at least in the wearing fashion, comfort, aesthetic level to be ahead of the traditional technology companies.


's entry into the Cross-border form of fashion and technology, represented by Apple's Watch smart watch, will be renewed and released in the short term, both for the watch industry and the jewellery industry. In other words, some people usually do not wear the needs and habits of the crowd will be stimulated and released, will inevitably bring new spring to the traditional watch industry. But in the long run, science and technology is an irresistible trend in the process of human society development. In the near future, the mechanical watch may be in the form of art, or be treasured.


obviously, from the current performance of the watch industry, including this exhibition, we can insight the traditional clocks and jewelry brands are using its fashion aesthetic advantages of the smart wear field. And for technology companies, the fashion element is being taken into these industries to unleash the beauty of technology.


whether it is fashion or technology, in the next stage of development will be difficult to separate, whether the so-called cross-border or fusion, technology will be inseparable from the fashion of the cloak, and fashion will be inseparable from the body of technology.


technology will put value wings for fashion


Not only that, the appearance of smart wear to fashion as the main theme of the industry will bring far-reaching changes and impact. Whether it is watches, jewelry, fashion and other industries, the integration of technology will give these traditional sense of fashion as the core of the wear products are not the same value. For example, the integration of intelligent technology, we can add sensors on pendants and bracelets to monitor our heart rate and exercise levels to help us better focus on our health and body shape, or we can incorporate the positioning sensors into all kinds of packages and we don't have to worry about finding them; we could add humidity sensors to our earrings, Monitoring the moisture content of our faces helps us keep a face that is always watery.


If the traditional fashion is a visual beauty, then the integration of technology will let fashion is not only a sense of beauty, but also a quantifiable artifact. Similarly, for smart wear products, in the short term to get out of the situation of technology pets, fashion field will be a good blue ocean.


and the advent of 4D printing technology, will be more complete transformation of the fashion industry, the future of our clothing will be based on our mood and social occasions and automatically change the shape, style, we wear a variety of ornaments will be based on our different life scenes and self change. In my view, the integration of technology and fashion will be the main melody of the scientific and technological and fashion sectors, and Cross-border integration will become a new normal.