I find the idea that writer thinks they have a chance competing with $17,000 Rolex watches laughable. Yest they may all be machine made, but they long heritage and are globally recognized as a high end watch.
Moreover Rolex are said to retain their resale-value pretty well.
A Rolex can live 30+ years, be re-sold or inherited many times, and still work like on the first day. Some of them even increase in value.
Resale value of the Apple watch? Well, after 2 years it's a slab of gold with obsolete electronics inside. After 4 years it's a slab of gold with obsolete electronics and a dead battery inside...
In just a few years your $10k watch will be worth as much as the material its made from, minus the cost to salvage it...
Doesn't matter. A watch you get upgraded every year? It's not a watch - it's not a complete item any more. Rolex's retain their value, in part, because the complete item stays in service - thus the history of the device is maintained.
A Rolex can live 30+ years, be re-sold or inherited many times, and still work like on the first day. Some of them even increase in value.
Resale value of the Apple watch? Well, after 2 years it's a slab of gold with obsolete electronics inside. After 4 years it's a slab of gold with obsolete electronics and a dead battery inside...
In just a few years your $10k watch will be worth as much as the material its made from, minus the cost to salvage it...