Earlier today, aBlogtoWatch joined Apple in Cupertino for its regular Keynote press conference that typically includes the launch of a new version of the Apple Watch. I was there at the start when Apple introduced the very first Apple Watch back in 2014, and aBlogtoWatch has been present at each Apple Watch release event since then. Now in 2024, Apple launches the Apple Watch Series 10, which marks the 10th anniversary of the world’s most important smartwatch product, and probably the most-produced (by volume) timepiece of our modern era.

Much has changed about the Apple Watch over the last 10 years, but a few things have remained surprisingly consistent. Something that really impressed me about the Apple Watch when it first came out has actually endured in full strength during the course of the product’s development and evolution: Apple’s desire to chase traditional watches both in terms of beauty and construction. While numerous software updates and new features have been added to the Apple Watch over the years, there is a parallel effort at Apple to focus on making the Apple Watch increasingly attractive, increasingly wearable, and increasingly beautiful.

I must admit that, in 2014, I was somewhat skeptical that Apple saw the products from the legacy luxury timepiece industry as its bar for success. What began as a few charming nods to traditional watches in terms of materials and watch face designs has blossomed into a core part of the Apple Watch character. Rather than simply releasing a wearable technology product, Apple has put enormous effort into merging the culture of the Apple Watch with that of the traditional watch industry. Now, 10 years into the lifespan of the Apple Watch, the teams that develop and improve Apple’s wristwatch seem no less enamored with the world of traditional timepieces, luxury, or jewelry.

While media around the world are busy right now producing articles talking about the latest health-tracking and Apple Intelligence (Apple’s name for its AI service) features of the Apple Watch Series 10, aBlogtoWatch is going to mostly focus on the physical and materials novelties for both the 42mm and 46mm (long) Apple Watch Series 10 products. While, at a glance, the Apple Watch might look the same as previous models, a side-by-side comparison demonstrates how different the Series 10 is. The crucial visual elements are the case (which is about 10% thinner now at 9.7mm), and the screen (which is both larger and better-performing).

Less obvious, but just as important, are the materials Apple uses for the Apple Watch cases, as well as the updated straps and bracelet options. Each of these is an interesting study in the refinement or use of novel manufacturing techniques to merge practicality with aesthetics. Apple knows people like wearing smartwatches because they enjoy health and activity tracking, as well as convenience. What probably keeps customers loyal to the Apple Watch in particular (in addition to its marriage with the iPhone) is how the Apple Watch envisions itself as a modern luxury more so than just a piece of wearable consumer electronics (which is still how most budget smartwatch makers approach their products). Apple does not hold back punches when fighting to make sure consumers consider its smartwatches to be the best-performing (as an all-around daily wear smartwatch) and the best-looking and -feeling when on the wrist.

In another article, we will discuss the new black color version of the Apple Watch Ultra 2. It is important to add that other than more cosmetic options (case style as well as straps/bracelets) the hardware of the Apple Watch Ultra 2 remains the same in 2024 as it was in 2023. The truly new products are the new versions of the Apple Watch Series 10, which come in two sizes and two material options, aluminum or titanium.

Steel is still used in parts of the Apple Watch construction or certain bands, but has for now been phased out as a primary housing material for the Apple Watch. The less expensive Series 10 Aluminum models have brand-new beautiful finishes meant to marry the lightness and cost-effectiveness of aluminum with vivid colors and finishes. Apple polishes, anodizes, and then electroplates (using proprietary processes) its aluminum cases, which, for 2024, have a polished black, matte silver, or matte-gold-tone finish. They look great and offer a lot of value starting at about $400 for the 42mm version.

Double that money and you get one of Apple’s nicely looking polished titanium cases, along with sapphire crystals protecting the display. For the same money that a steel Apple Watch used to cost, the Series 10 is now in PVD-applied DLC-coated titanium. The titanium colors available include a slate gray, slightly lighter titanium gray (the two grays are, honestly, not that different in hue), and gold tone. With the hardware changes taken into consideration, the Apple Watch Series 10 in titanium is about 20% lighter than the same profile in aluminum. The combination of the thinner case and lighter weight makes the Apple Watch more comfortable to wear than ever. More so, this is precisely the same type of innovation and refinement you see in the traditional watch industry, just done by a technology company. The Apple Watch now feels about the same thickness as a Rolex Submariner and it looks better than ever on the wrist.

2024 also sees a return to the Apple Watch’s Link bracelet which debuted in 2014 with the original Apple Watch. The bracelet looks the same but has been refined in multiple areas and is now produced from titanium. Apple offers the Link titanium bracelet in three finishes to match whichever version of the Apple Watch Series 10 Titanium you want to pair it with. A new steel bracelet is also available as part of Apple’s relationship with Hermes. It has an interesting prominent “H” link and offers a further interesting way to wear the Apple Watch.

The Apple Watch Series 10 Titanium on the matching titanium Link bracelet is a product Apple wants people to feel looks like a traditional wristwatch. There’s even a brand-new watch face that is meant to go with it, which is supposed to look like a sunburst-style guilloché-engraved dial. As you move the watch around the accelerometer inside, it registers the motion and then has the screen change a little bit to simulate the reflection of shimmering light. The effect is small, but it demonstrates how important style, image, and presentation are to Apple when it comes to the finer versions of the Apple Watch. Note that in addition to the slightly redesigned digital crown, the red color ring has been removed from it (which was originally added to indicate the Apple Watch can connect directly to a cellular network as opposed to via your smartphone or WiFi).

Most of what people do with their Apple Watch is look at the screen. While the brightness remains the same on the new Apple Watch screens, a lot has changed. These screens take up nearly all of the real estate on the top of the case and also wrap around the edge a bit. In addition to being the largest Apple Watch screens so far (the new size offers things like extra lines of text on the dial without decreasing the text size), the screens have been changed to allow for wider viewing angles. This means that you can see what is displayed on the screen even when viewing it from an extreme angle (from the side essentially). This helps with quick legibility, but it also makes the elements on the screen feel more real, as opposed to just graphics on a screen.

More so, Apple has improved the always-on display system to refresh each second as opposed to each minute. That means always-on displays are more animated and engaging. For the first time, the always-on screen can display the running seconds – which was not possible previously. Much of this simply contributes to the Apple Watch looking more attractive on the wrist, thus making you happier to look at. It might sound like a little thing until you wear the Series 10 and compare its more “alive” always-on screen to those that came before it. As a side note, I recall spending several years advocating that Apple develop an always-on display for the Apple Watch for this very reason. It is great to see that they have continued to make improvements to merge the utility of a digital display with the aesthetics of a physical display.

2024 is a big year for the Apple Watch because of how much the overall architecture has been refined, and because the chipset in the device and the software are now optimized to run various AI queries and commands. The watch continues to both collect and present useful data and looks pretty good in the process. Apple has demonstrated no stagnation when it comes to the Apple Watch’s iterative development – and this year’s crop of products offers meaningful upgrades and features. It is also clear that Apple is not trying to rush new models across all Apple Watch products on an annual basis. 2024 does not see major changes to the Apple Watch SE or the Apple Watch Ultra 2. I actually think that is a good thing since it reduces pressure on people to have to upgrade every year, even if Apple is releasing something new each year.

Pricing for the new Apple Watch Series 10 remains similar to pricing for the previous Apple Watch Series 9. The aluminum models with 42mm cases start at $399 USD, while the larger 42mm versions are slightly more expensive, with prices starting at $429 USD. Meanwhile, prices for the titanium Apple Watch Series 10 models start at $699 USD for the 42mm models and $749 USD for the 46mm versions, with this additional premium also being due to certain enhancements that accompany the titanium versions, such as the upgrade to a sapphire crystal and included cellular connectivity. Learn more at the Apple Watch website.