Originally published by Benjamin Clymer on >Hodinkee.
I have been writing about Apple Watch since the fall of 2014. In many ways, the very first review I wrote of the watch became one of my defining stories as a consumer journalist. I never thought it would be, but that story struck a nerve with what I like to call "the real world." The real world is not the world we write about here on Hodinkee, when we can tout watches under $1,000 as "bargains" (>which we did earlier this week), but rather the one filled with people who think watches are completely superfluous, silly even. And they are, and I always have been the first to admit this publicly and privately. But I think what made that story so successful, and >subsequently my follow-up review this past fall of the Series 3 successful, is that I took the same critical eye that I've used to build a career around hand-made luxury products to a consumer product – paying attention to physical details that traditional writers might overlook. Also, I took stock of the fact that the Apple Watch isn't really even a watch, and yet it 100% is a watch. And I noted how just how far ahead of Switzerland Apple was in terms of fit and finish per dollar.
Since publishing of that first story almost four years ago, we've covered Apple products a dozen or so times. Really not that much in the grand scheme of things, considering we publish over 1,000 stories per year – but if you ask some Instagrammers and commenters, Apple is all we talk about. Oh, and they pay us, and everyone else too. Because why else would we be writing about what is clearly the most significant product to hit the wrist in decades, from arguably the most important consumer product company on the planet? It's all so silly – and to be clear, Apple is not a financial supporter of Hodinkee. They've not taken us to dinner, or paid for a single flight. And we cover the Apple Watch still, because we wouldn't be doing our job if we didn't. If you don't understand that, you don't understand what Hodinkee is.