The Only Current Competitor to the Apple Watch: Rolex

　　Not long ago at its San Francisco event, the brand-new second-generation Apple Watch Series 2 made its debut. As we can see, the design of the second-generation Apple Watch has not changed significantly. Alongside the integration of 50-metre water resistance, the primary focus is on upgrades to health and fitness features, specially incorporating built-in GPS, a significantly brighter display, and a powerful dual-core processor.

　　Regrettably, Apple once again withheld exact sales figures for the Apple Watch. Many may find this disappointing, as without sales figures, it is impossible to gauge success or failure. Nevertheless, it is undeniable that smartwatches remain a nascent product category across the broader industry, with many people still unclear about what a smartwatch actually is. Coupled with the fact that the traditional watch market is not as large as that for smartphones, Apple's choice to withhold figures and continue refining the product is entirely valid.

　　However, during the presentation Apple mentioned an interesting point: having been on the market for only 18 months, the first-generation Apple Watch is currently the second-largest watch brand globally, just behindRolex watches, while ranking first in worldwide sales among smartwatches, making it arguably the most successful timepiece product in recent years.

　　Clearly, in its battle with Swiss watch manufacturers, Apple has not flinched and currently holds the upper hand. However, analysts suggest that the sales surge of the Apple Watch is clearly driven by cheaper models, and Apple does not fare as well in the high-end luxury market. More importantly, the second-generation Apple Watch lacks a gold edition (marking a shattered dream of entering the luxury sector), replaced instead by a new ceramic case variant. It appears Apple acknowledges this reality.

　　Tim Cook also admitted in his presentation that Apple has not achieved complete success in the watch market.

　　Viewed this way, Cook's display of the sales ranking chart demonstrated Apple's unsatisfied attitude, specifically regarding its second-place position behind Rolex. Yet the question remains: why did Apple replace the luxury high-end models with a ceramic version positioned a few tiers below the gold edition to fight this battle? We do not know the answer, but at the very least, Apple's strategy has shifted. Perhaps in the future Apple will be more inclined to pursue advanced materials? Considering materials incomparable to other watch manufacturers and following the same philosophy to create more extraordinary, breakthrough products?

　　Apple has not provided answers to these questions, though we need not be surprised if, following a shift in strategy, Cook reveals another slide at a future presentation showing the Apple Watch ranked first.

N factory V7 edition Rolex Submariner 116610LV green sub

　　Apple's products have always followed a high-margin model, whether smart phones, tablets, laptops or desktop computers, and they have been hugely successful. This time, stepping away from the luxury goods market that symbolises status and focusing on fitness, entertainment and fashion is strategically sound. Apple is adept at leveraging its existing business model and finds it easier to compete in familiar territory.

　　In short, within the watch sector, there is currently only one competitor facing Apple, and that is Rolex.