. >> the experience you something you might expect from a prada, louie veeton but not from a company and computers. >> the way they are doing it makes sense. a watch is a very personal device. it is more like a piece of jewelry than a piece of technology and that is where this interesting blend is. >> with ads in magazines like vogue, they want the watch to make a stags statement, competing against other smart watches but high-end switch watches too, there is the gold versions and celebs like beyonce and drake got early access going for as much as 17,000 dollars. >> the apple watch edition is the most beautiful expression of the watch. >> they believe in the company strategy. >> apple has created over the years, a true luxury brand. it has. you go to an apple store and there is an experience about the apple store that is very unique. so they have been a luxury brand for a long time. >> just hours after it began accepting pre-orders all of the models were sold out. with most not shipping until june. production is stretched but some analysts speculate the company is trying to create ad