With a 13% increase in global sales in the second quarter of 2022, the connected watch market is still very dynamic and Apple remains the unstoppable leader. The leader is still being challenged by Samsung and Huawei, which are shrinking market share every year. There is nothing to panic about Apple, which captured 30% of smartwatch sales in 2021, well ahead of Samsung at 10% and Huawei at 7.
But with the release of the Apple Watch Series 7 as a big-screen update, we expected Apple to introduce a more attractive watch, especially in terms of design and health.
On the occasion of the school conference, Apple has unveiled the all-new Apple Watch Ultra, which (finally) brings a major change to its smartwatch lineup to life. Chicken wrist refrain?
Bold 49mm tool watch
Unless we’re facing an aesthetic revolution, the changes are less noticeable than usual thanks to the large scalloped crown and the programmable “Action” key built into the crown guard.
A protrusion on the case that will remind watch lovers of Panerai’s designs with the Radiomir and Luminor models and Casio’s G-Shock quartz watch.
We naturally confirm this slight audacity, especially as it is accompanied by a new, divisive (and differentiating) 49mm case. Again, we can’t help but think of Panerai, which offered 47mm to divers in the Italian Navy in the 1940s.
It is big, very big, especially in the watch market (the real one), which has returned to the excesses of the 00s, offering more restrained and discreet cases. However, this Apple Watch Ultra should appeal to extreme athletes (and shoppers who are looking for ostentatious differences).
Built for Adventurers
The spirit of the tool watch in the case design is first and foremost a more technical watch than the Apple Watch Series, the latter made from aerospace titanium presented as more durable and designed for those who enjoy extreme sports and other outdoor adventures.
Beneath the new programmable Action key, which allows you to launch shortcuts or quickly call for help, is a large serrated head for easy gloved operation. A very powerful 86 decibel siren will let you be heard (and rescued) at a distance of 180 meters, and you can dive up to 100 meters with this extreme Apple Watch that will even show you up to 40 meters with a depth gauge. Apple will also soon offer a real dive computer.
Dual-frequency GPS, linked to the improved Compass app, will enable new features by placing markers on the map. The maxi-format case finally allows you to place a larger battery, Apple promises an autonomy of 60 hours for its Watch Ultra in power saving mode.
Price and release date
The Apple Watch Ultra will be available from September 16th for €999, with pre-orders starting this Friday, September 9th.