The special event featured Apple CEO Tim Cook showcasing the wearable device, the first from Apple, and one that many believe will push smartwatches into the mainstream.

“ Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it,” Cook said in a statement. “We can’t wait for people to start wearingApple Watch to easily access information that matters, to interact with the world, and to live a better day by being more aware of their daily activity than ever before.”

Cook said Apple Watch is the company’s “most personal device.” It’s also the first new buzz-worthy product line of Cook’s tenure. Apple has been plagued by criticism that it lost its sense of innovation when founder Steve Jobs passed away in 2011.

While Cook has seen Apple grow into the largest company in the world, his reputation for breaking new ground will be closely tied to success of Apple Watch.

Being a brand new product, Apple Watch faces a series of challenges. For example, an iPhone must be close to it for the wireless connectivity, and most of its features, to work. The watch also pushes Apple into the world of fashion.

The design world, however, has already granted Jony Ive, Apple’s legendary senior vice president of design, much authority.

“Conceived, designed and developed as a singular product, Apple Watch merges hardware and software like never before,” Ive noted. “In Apple Watch, we’ve created three beautifully curated collections with a software architecture that together enable unparalleled personalization in a wearable device.”

Apple created a range of watches spanning huge swaths of budgets. The cheapest Apple Watch starts at $349. A solid gold edition starts at $10,000.

The watches will go on sale in Australia, Canada, China, France, Germany, Hong Kong, Japan, the United Kingdom and the United States.

Anadolu Agency