Without giving away any numbers, Apple has claimed to have surpassed most of the biggest watchmakers in terms of sales and said it is now the world’s No 2 watchmaker after Rolex. The company launched the next generation Apple Watch Series 2 in California today (7 September).
CEO Tim Cook said that the Apple Watch, which was launched only a year-and-a-half ago, has surged past makers like Casio, Tissot, Citizen, Cartier, Fossil and Citizen to reach the No 2 spot worldwide.
As well as featuring Apple’s latest wearables operating system, WatchOS 3, the new Apple Watch Series 2 will be swim-proof, compared to the first generation, which was just splash-proof.
The new Watch Series 2 features an ingenious system whereby the only opening in the device – the speakers – has been designed in such a way that after swimming the speaker itself is used to eject water. The device is waterproof to 50 metres.
The new Apple Watch Series 2 features a display that is twice as bright as its predecessor, as well as a standalone GPS feature and a new dual-core processor.
Apple also revealed a new material, white ceramic, which is understood to be tougher than the stainless steel versions and which will be available in the Apple Watch Edition range.
“We’re thrilled with the response to Apple Watch and how it has changed people’s lives. We are committed to fitness and health and think our customers will love the new capabilities of Apple Watch Series 2,” said Jeff Williams, Apple’s chief operating officer.
“With a powerful new dual-core processor, water resistance to 50 metres and built-in GPS, Apple Watch Series 2 is packed with features to help our customers live a healthy life.”
Apple Watch Nike+
Apple also revealed a new specially designed version of the Apple Watch with runners in mind, the Apple Watch Nike+.
“The Apple Watch is the ultimate device for a healthy life,” said CEO Tim Cook. “It’s your perfect running partner.”
The Apple Watch Nike+ comes with a stretchy, perforated band and is made of aluminium materials and available in four colours.
It also comes with a range of apps co-designed by Apple and Nike aimed to encourage people to get out there and run.
Pricing and availability
Apple Watch Series 2 will go on sale on 16 September priced at €449.
The Series 1 range will be updated with the new System in Package (SiP) for Apple Watch and prices will start at €349.
Apple Watch Nike+ will start at €449.
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