You thought the Apple Watch was ugly. Now, fashion watches are copying it

When the Apple Watch was unveiled in September 2014, the general consensus among the fashion conscious and tech savvy (and those who are both) was that it was ugly and overpriced—even if you added precious metals and a leather Hermes strap. “18-karat gold hardware in and of itself does not make for a sound investment (unless you were planning on smelting it down),” wrote an editor at Complex. But Apple played the style and aesthetics long game. Now, you’re seeing watches designed to look like a smartwatch—even if they don’t do anything more smarter than simply tell time.

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