This thread is relevant to my interests. I wouldn't call myself an Apple fanboy but I find myself being drawn to their products because I'm sick of trying to "maintain" a windows computer just so that I can browse the web. I have an iphone and I've been buying ipads for my parents for a while because it does most of what they want from a computer without some of the issues of having a full-blown computer. I am also a watch geek. I bought myself a Seamaster Pro (2254.50 for the fellow Omega fans in this thread - love everything about it other than the bezel) with my second or third check when I started working and wore that for the bulk of the next five years and have been sporadically buying mechanical watches that catch my eye for the past decade. Everything from old-stock Chinese and Indian hand crankers that I got on the 'bay for <$30 to a couple of mechanical chronographs. I have a few quartz watches that I found interesting (solar atomic g-shock, Citizen eco-drive which I recall from a story I read runs on 1/100000 the current-draw of an Apple watch) so I don't think of myself as a mechanical-or-bust snob. I also have a fitbit I use as a fitness tracker and as a morning alarm. With that said, I don't see myself buying an Apple watch until a few things change. The battery life is a huge deal to me but it seems like they've made the decision that charging every night is something everyone is okay with. It basically means that it cannot be used as a morning vibrating alarm, which is probably my favorite fitbit feature. A power reserve long enough for a watch to sit on the nightstand for a weekend and still be wound and ready to go on a Monday for the work week was something the mechanical watch world used to strive for. Similar to that, a five day battery life out of the Apple watch so that it can last a work week is what I'd like to see them aim for, but it really looks like they don't care. I also question the utility of a screen that's so small. I guess it just reinforces to me that not every device has to serve every feasible technical function. I wear a watch, it tells me what time it is. It would be nice if it could do some of the things a smart watch is trying to do but not with the current trade-offs. As for the Apple watch killing off luxury watches, I would think the lower-end of the market is vulnerable. Things like $400-500 Hamiltons. The higher end has its problems as well but those issues aren't really caused by the Apple watch. Also, a lot of these articles seem predicated on people having just one watch. Maybe that's true for the general population but most watch geeks have more than one watch. I've got more than 25. If I bought an Apple watch tomorrow, it wouldn't mean I'd either get rid of what I already have or cease buying watches that pique my interest. Maybe I'm just sick and need to stop hoarding?