In the earlier part of the year, notable smartwatch brands like Samsung, Motorola, LG, and Asus unveiled their cutting-edge products. The lineup expanded further on September 9th with Apple introducing its highly anticipated Apple Watch, alongside the unveiling of the iPhone 6. Explore the diverse offerings from these prominent smartwatch brands, each contributing to the dynamic landscape of wearable technology.

Despite the enduring concept of smartwatches, widespread excitement has been confined largely to tech enthusiasts rather than everyday consumers. A key challenge facing smartwatch brands is perceived low relevance, often seen as gimmicky imitations of traditional watches. The hurdle lies in transforming smartwatches from mere tech accessories into stylish timepieces with compelling functionalities. For the average consumer, the habit of handling calls, notifications, and apps on a watch is yet to be ingrained, with many questioning the necessity. Bridging this gap is crucial for smartwatch brands aiming to resonate with a broader audience.

Apple Watch presents a unique case, intriguing not just for tech enthusiasts but also for brand marketers. Beyond the ambition to secure market shares, Apple’s primary goal is to elevate the entire ‘smartwatch’ category. By strategically branding and making the Apple Watch appealing to everyday consumers, the aim is to boost the relevance of smartwatches as a whole. This strategic move not only expands the market but also opens up new profit avenues for Apple and its competitors. Explore the steps Apple is taking to enhance the relevance of smartwatches, setting the stage for a broader adoption among consumers.

DESIGN, AESTHETICS AND BUILD QUALITY

In the realm of smartwatch brands, the convergence of design and quality is paramount, mirroring the standards set for any exceptional product, particularly in the watch category. A timepiece transcends mere functionality; it’s an artful accessory demanding aesthetics and craftsmanship. While square digital watch faces pose a challenge, Apple distinguishes itself by offering one of the best-designed smartwatches.

Apple’s commitment to design excellence is evident in every aspect — from build materials to the intricate mechanism and user interface, all seamlessly aligning with Apple’s overall identity. Notably, Apple’s ingenuity extends to overcoming technical limitations. Unlike competitors, Apple minimizes the thickness of the black bezel, a common issue in square-shaped smartwatches. The result is a sleek design that utilizes a black background strategically, ensuring minimal bezel visibility and enhancing the overall aesthetic appeal. Discover how Apple sets the bar high in the smartwatch landscape, seamlessly merging technology and design sophistication.

Another well-designed smartwatch is Motorola’s Moto 360. Moto 360 is the only round-faced smartwatch that looks almost like a traditional watch. In communication, Motorola takes the direction of introducing its smartwatch as a true timepiece of real craftsmanship. It is greatly emphasized that all the leather used for Moto 360 comes from American leather crafter Horween Leather.

HEALTH AND FITNESS FEATURE

Both Apple Watch and Android Wear (Android’s smartwatch system that Motorola, LG and Asus use) support heart rate monitoring. Android Wear can monitor your heart rate and the number of steps you take daily as well as track weekly exercise benchmarks. Apple however took it to another level by building in a workout app. Apple Watch can track your daily calories burn, exercise amount and stand time, even suggest weekly goals. You can also check your daily activity level over months.

As more and more people pay attention to physical fitness and work out regularly nowadays, smartwatch brands hope that this health and fitness feature will be a major attraction for modern everyday consumers. A competing category has even emerged in which smart bands focus on tracking workout progress by syncing with your smartphone.

FASHION/ LUXURY STYLED ADVERTISING

From Apple’s website, you may notice that Apple Watch’s advertisements convey a sense of fashion or luxury. Moreover, Apple for the first time in history invited fashion journalists around the world to the launch event on September 9th. This tells us that Apple wants Apple Watch to be seen as a fashionable or luxurious watch that everyone should wear instead of a cutting-edge technology that interests a much smaller community.

LG is also going this route but unfortunately didn’t execute as well as Apple did.

MAXIMUM CUSTOMIZATION

Last but not least, the most commendable effort Apple made is creating maximum room for customization. Apple Watch offers three versions (Apple Watch, Apple Watch Sport and Apple Watch Edition) each with two colors, two sizes and an extensive selection of bands. Although other brands such as Motorola and LG also offer changeable straps, the selection is much more limited. Apple Watch makes changing straps easy and fun, just like changing cases for your iPhone.

The three versions cater to consumers with different needs: the standard Apple Watch is made of stainless steel and feels sophisticated; Apple Watch Sport, apparently tailored for sport lovers uses lighter-weighted aluminium and a strengthened glass screen; and the luxurious Apple Watch Edition features an 18-karat gold watch case.

It is also worth mentioning that Apple Watch is the only smartwatch that offers two sizes. The smaller size is a notable addition for females and Asian consumers who have a more petite figure, or those who prefer a more sophisticated look.
 

CONCLUSION

As we delve into the dynamics of smartwatch brands, the Apple Watch emerges as a frontrunner, enhancing its relevance in ways the category has often lacked. Boasting health-centric features, customizable bands, and varied sizes, Apple strategically positions itself for success. What sets Apple apart extends beyond technological prowess – the brand already commands exceptional esteem and unwavering consumer loyalty.

Anticipate a successful launch for the Apple Watch in early 2015, given its multifaceted appeal. The heightened brand relevance, coupled with existing consumer trust, positions Apple for significant market impact. Such is the allure that some eager Labbrandians in our office are already contemplating getting their hands on one. The Apple Watch promises not just a technological leap but a cultural statement, poised to redefine the smartwatch landscape.