The Apple watch has a new partner in time: French luxury house Hermès.
Apple Inc. and Hermès International announced Wednesday that they have created a new version of Apple’s smartwatch. The watch, which will go on sale next month, will marry bands made in Hermès’ signature leather with a specially designed user interface. Apple will release the price later Wednesday.
The new watch—the first time Apple has partnered with a luxury-goods company—marks an attempt to position Apple’s first wearable device at the top of the market. Hermès, with its five-figure Kelly bags, is widely regarded as the most exclusive of the major luxury fashion houses. In the past, it has had a hand in designing everything from helicopters to yachts.
“When we created the Apple Watch, we knew we had to be an expression of your personal taste and style,” Jeff Williams, Apple’s senior vice president of operations, said in announcing the Apple Watch Hermès.
Apple unveiled the new watch at an event where it is also expected to introduce new versions of the iPhone, iPad and Apple TV. The Hermès version of the Apple watch will have a choice of three bands: a single leather loop, a double loop and a cuff. Its user interface is in Hermès own font and lettering.