As are all gold watches. Apple's challenge in creating the Apple Watch is that a lot of their best customers already have fancy show-offy watches they prefer to wear, and for Apple to crack that market, they have to produce a version of Apple Watch for people who won't go out in public wearing a watch that costs less than $10,000. Yes, it's ugly, but even $17,000 is relatively cheap in the world of watches for the top 1%.