With its Watch, the tech giant is entering a space populated by the likes of Burberry, Rolex and Louis Vuitton.
Well, it is official: Apple plans to charge at least $10,000 for the fanciest version of its upcoming smartwatch.
Although the base price for the new wrist computer are $349, Fortune couldn’t help but notice that Apple AAPL is also tossing its hat into a ring of high-priced watches dominated by established luxury brands like Burberry, Louis Vuitton and Rolex.
Watches that cost over $10,000 are actually pretty common. Many of the high-end luxury brands compete in the space as do pricy retailers like Neiman Marcus that stock them in their glass cases.
There had been speculation that Apple could try to tackle the luxury market with exorbitantly pricy watches, and Monday’s event in San Francisco confirmed those rumors. The high-end line of watches Apple debuted Monday includes eight models ranging in cost between $10,000 to $17,000. One example is a $17,000 18-karat version with a rose gold case and a rose gray buckle. Looking for a more affordable option? Try the white sport band for $10,000.
Apple’s move into the smartwatch market comes as a number of companies try to make inroads despite reticence by most consumers. While one in ten U.S. adults own a fitness tracker, only 2% of adults have smartwatches according to research firm NPD Group. The high-priced Apple watches will reach far fewer consumers.
Here are four other brands selling watches that cost at least $10,000 — and they don’t have WiFi.
1) Burberry’s 18K Gold Watch — $14,995
This limited edition Burberry is a line of individually numbered watches for men and women, each one created in a series of 50. The watch is Swiss made, and features anti-reflective, scratch and shock-resistant sapphire crystal. Apple could learn a thing or two about luxury from one of its own top leaders: Angela Ahrendts, senior vice president of retail and online stores, had previously served as CEO at Burberry.
2) Louis Vuitton Tambour — $10,200
This Swiss-made watch from the luxury brand’s Tambour collection is meant for men. It features a stainless steel case with “Black Metal Matrix Composite bezel,” as well as a stainless steel strap.
3) Dolce & Gabbana DS5 — $37,500
Dolce & Gabbana lists a number of watches on its website without a price tag. Rather, all it says is “prices upon request.” But the DS5 Gold’s price is listed: it is a whooping 34,500 euros, or around $37,000. For that you’ll get a watch that includes “indication of hours, minutes, seconds, day and date, and chronograph.” Not to be argumentative, but that sounds a lot like a most cheap watches – give or take a few seconds in accuracy. But here’s something cheap watches don’t have: 25 rubies and a carbon black alligator strap.
4) Rolex Lady-Datejust — $18,750 (or possibly more)
This watch retails for a purported $23,850 (Rolex doesn’t list prices on its website), but if you want to take your chances on a discount, a website called bernardwatch.com sells it for $18,750. The Lady-Datejust has been telling time since 1957 and according to Rolex, was one of the first ladies’ watches certified as a chronometer for its remarkable precision.