But luxury watchmakers told CNBC the look of the Apple device, is impressive.
"The watch is a damn good one," Dave Brailfford, CEO of Garrick, a London based watchmaker, said by phone.
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"From a design point of view it is a winner. They have the dimensions right and it is a stylish timepiece. It gets people interested in watches again."
Reinventing the wheel?
The Watch has a number of apps, including messaging and tracking users' heart rates, however some functions only work with an iPhone. But Apple also appealed to the fashion-seeking side of the market by having customizable watch faces, straps and even offering an 18-karat gold version.
Tim Nadin, CEO of British watchmaker IWI said the ability to change the look of the Apple Watch broadens its appeal but added the design is nothing dramatic.
"It looks good, there is no question. The combinations of straps and the way they have done that shows they've made a good watch," Nadin said by phone.
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"They haven't reinvented the wheel in the shape, but the technology is very different."
Apple has got serious about design in recent times, poaching talent from top Swiss watchmakers such as Hublot, and hiring Angela Ahrendts from Burberry. Alexandra Shulman, editor of British Vogue, even attended the launch event at the Flint Center in Cupertino.