When Apple CEO Tim Cook first unveiled Apple Watch last September, he proclaimed it as "the most advanced timepiece ever created."
The Apple Watch went on sale this past Friday. So let the revolution in the revolutions of a watch hand begin(!).
After allowing us to stop the watch for a minute, because a few experts beg to differ with Cook's ease of use with the term "most advanced timepiece ever." Taking on Apple is dangerous business. You run the risk of not only having another U2 album automatically loaded into your iTunes account as a Godfather-like sample of what Apple can do to you, but getting the hordes of Apple fan boys and fan girls mad at you.
But these experts should know—they may not write for Re/code or Consumer Reports, but they've spent their lives studying the history of timepieces, a field known as horology. It may be less sexy than current consumer thrall to every gadget coming out of Silicon Valley, but to horologists the measure of how advanced a timepiece is depends on how much it advanced society.
And by that measure, when you wind back time on time, it becomes obvious why horologists are reserving judgment on Apple's latest innovation and accusing Tim Cook of just the slightest bit of marketing hyperbole that doesn't stand up to history's greatest timekeepers.