In a move taking the gadget away from the wearable tech market and towards a more traditional timepiece, Apple have enlisted photographer David Sims for an editorial shoot featuring their soon-to-be-released Apple Watch. This move has notably been matched by a change in management - with fashion execs Angela Ahrendts and Paul Deneve (from Burberry and Saint Laurent, respectively) recently moving over to Silicon Valley - that seems to indicate that Apple intend for their latest gadget to be seen as more of a fashion accessory than a piece of wearable tech.

Enjoy the editorial above and check out the Apple Watch as designed by famous fashion designers.

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