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Apple Watch: ‘metal’ ads unveiled, showing how smartwatches are created

The three videos show the aluminium, steel and gold that goes into the three versions of the watch

Andrew Griffin
Tuesday 10 March 2015 11:09 GMT
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Apple has unveiled videos of the metal of its three new smartwatches being melted and cast, showing off the almost erotic process of the Apple Watch being made.

All of the videos have Jony Ive speaking over the high-end cinematography, which shows metal melting and pouring through various channels against a soundtrack of inoffensive electronica.

The Apple Watch Sport video shows the aluminium alloy used to make the watch being melted and pouring through various rivulets, being formed and then shaped into a watch.

The “Steel” version shows how the watch is made to be hard and shiny. The Apple Watch ad shows molten metal being poured and set through a process that Apple says make the watch 80 per cent harder.

The “Gold” video shows the yellow and rose gold that goes into the Apple Watch Edition being made. Apple is said to have created its own version of the metal for the watch, which has come to be known as “Apple Gold”.

The way it is made results in “specific hues” according to Jony Ive. It is also specially strengthened, helping the gold withstand wear and tear despite being naturally a soft metal.

It doesn’t show off many of the watch’s features, but instead shows its operating system and design. The ad shows all three versions of the watch.

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