Social media and commentators went wild discussing the whopping price tag and whether it made sense for Apple to pit its 18 karat gold model against the stalwarts of the Swiss watch industry.
Why would you buy an Apple Watch Edition over a Rolex? And has the Apple device now become an investable timepiece – like some of its luxury counterparts?
Watch experts said the Apple Watch is lacking any history and despite the exclusivity of the Edition model, it is still a mass market product.
"You are talking about a mass product and on the other hand exclusive watches which are crafted by one person making the piece. It is a different market," Geoffroy Ader, managing director of auctioneers Antiquorum Online, told CNBC by phone.
"My feeling is that it is difficult to predict if it will retain its value. As soon as this one is produced and distributed, engineers will work on the Apple Watch 2, Apple Watch 3. Do people collect iPhones? No."
The Apple Watch edition has an 18 karat gold case with different straps and was unveiled at a launch event this week. The electronic part of the watch is same as the cheaper $350 aluminium model, but the higher price is down to the inclusion of the precious metal and aim of exclusivity.