Want the Apple Watch Edition in 18-Karat Gold? It Only Costs US$10,000.

Apple has just announced the launch of Apple Watch, available from April 10. So what's in store and what's the word on the US$10K Edition?

 Apple signals its intent to enter the luxury market with the launch of Edition, with prices starting at S$13,800.

The Apple Watch is available in three collections: Apple Watch Sport is priced at US$349 (S$484) and US$399; Apple Watch is available from US$549 to US$1,099; and of course it's the Apple Watch Edition, crafted from custom rose or yellow 18-karat gold alloys – with prices starting at US$10,000 – that has gotten all of our attention.

We know what you're thinking: "But I can get a name drop your own luxury brand watch for $xxxx!" True that. And instead of an Hermes Birkin, you can also get a name drop your own luxury brand bag for $xxxx. But then again, since when is a game-changing luxury item about the price? For Apple fans – and there's quite a few of them out there – this is the kind of compelling and covetable smartphone that no competitor is creating or capable of launching. That alone, that loyal fanaticism and fetishism of Apple's ecosystem and products, is why the Edition will sell. And possibly why Apple might be on track to become the first trillion-dollar company. 

Apple Watch aims to be a groundbreaking health and fitness companion, among many other functions.

There's loads you can do with the Apple Watch – order an Uber, check your flight status, monitor heartrate, order Siri around – but there's no need to weight you down with technical details, you can read all about the specs here. It goes on sale at www.apple.com from April 10, and will be in stores in nine countries starting April 24 (not Singapore though, but if you're travelling, pop into Isetan in Tokyo, or colette in Paris).

Apple CEO Tim Cook says, "In addition to being a beautiful object, the Apple Watch is the most advanced timepiece ever created; it’s a revolutionary way to connect to others; and it’s a comprehensive health and fitness companion... We make products that enhance people’s lives, and the Apple Watch carries that to a new level.”

As to whether that new level includes fans' love of luxury at an unprecedented price... Only time will tell.