The top of the line Apple watch is rose gold and exquisitely beautiful. It a piece of fine jewelry, not just a watch. I would love one.
I have drooled over one. . . I wear a 15.5 carat black diamond ring in Rose Gold and black Tungsten Carbide. The Apple Watch Edition in Rose Gold with a black strap or rose gold links would look good with the ring. While I can easily afford it, I just cannot justify it. Currently I wear a Rose Gold Stührling Tourbillon Meteorite Dial mechanical wind watch, which is exquisitely beautiful as well, retail list is over $3K. It looks very good with the ring. . . and when my Apple Watch comes in, I will regret not wearing it any more, especially since it was a gift from my girlfriend.
I am getting the Space Black Stainless Steel in 42mm and the smaller 38mm one as a surprise gift for my girlfriend.
My problem is that I really do think the Apple Watch Edition is overpriced for the amount of 18K gold that is in it—I calculated what the gold should be worth at 40 Grams of weight. . . around $1150, add workmanship of a $1000, basic electronics, etc., that brings the base production cost to around $2500. So I calculated a reasonable marked-up value selling price would be $5K, not $10K to $17K with the only difference being the strap!
But since they've sold every one they've offered for sale, it is not overpriced economically. Willing buyers are paying the asking prices.As a desirable piece of jewelry it must be worth it to the buyers.
However, I think that Apple is selling it through high-end boutique sellers who demand a high-markup in jewelry, especially in watches, that markup can be as high as 80%! Apple will not undercut their contracted retailers. Ergo, if Apple is selling the Apple Watch Edition to a high-end store in Paris, and they want to sell it for $10,000 for the basic and $17,000 for the slightly fancier model, that is what Apple will sell it for.
So my calculated $5K becomes Apple's wholesale price (to maintain a good profit to Apple) for the low end Apple Watch Edition to the retailers. The retailers sell it for an additional hefty markup and Apple will be consistent with the retailers' higher price to establish and maintain value.