When Apple launched the Apple Watch, it presented the wearable as equal parts technology and jewellery, with many seeing it as the company’s entry into the fashion industry. The original gold Apple Watch Edition seemed to epitomise those ambitions.

Apple hired some big names in the fashion world to help it navigate this new world, among them Yves Saint Laurent CEO Paul Deneve, Tag Heuer’s Patrick Pruniaux and, of course, Burberry CEO Angela Ahrendts …


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Ben Lovejoy


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