But luxuries are good. If we only bought things that we need, and
that have clear use cases, then we’d all wear nothing but overalls
and have a single bare lightbulb in each room of our homes.
This is also the source of the confusion, I think. Reading the
Watch’s launch reviews, I sometimes got the sense that the tech
press was writing about it as though the luxury goods industry
didn’t exist and that the luxury press was writing as though
technology didn’t exist: no-one spends money on things because
they’re just nice and no-one buys things that don’t last forever.
The gold version brought this out best - a tech product that’s
$10,000 but has the same spec as the $350 one - heresy! And a gold
watch that probably doesn’t last a lifetime - again, heresy! But
all rules can be broken with the right product - that’s how
progress happens. Meanwhile, the irony is that it’s not actually
the gold that’s the luxury but the software - that tap on the
wrist telling you to turn left. In a sense, the gold case is an
accessory to the software in the same way that the strap is an
accessory to the watch.