After a moving video with stories of Apple Watch users whose lives were saved by their device, Apple announced the latest updates for the wearable tech. The Series 5 watch will feature an Always-On Retina display that always showcases the watch face. Updates in technology will keep the battery life at 18 hours.

For the first time, the watch will also feature a built-in compass and international emergency calling. The Series 5 will have the widest assortment of case finishes yet, with 100 percent recycled aluminum, stainless steel, and the additions of titanium and ceramic. New models from Nike and Hermès will also be available.

For those that want to really personalize their watch, the Apple Watch Studio will allow customers to pick their casing and watch band with more than 1,000 combinations.

After 400,000 people participated in Apple's heart study, the company will conduct new research for hearing, women's health, and heart and movement. Those who want to enroll can sign up on the new Apple Research app.

The new Series 5 watch will start at $399 and $499 for cellular-enabled devices. Customers can place orders today, with models hitting stores September 20.

Apple will keep selling the Series 3 watch, which will now start at $199.