GRAN FONDO Fashion-Shoot 2017 – Life is an Attitude. What’s yours?

Apple Watch – A new time

It’s 35 degrees Celsius in Santa Cruz, California. There’s the usual humidity but a refreshing sea breeze that rustles your hair gently. This is your destination. You’ve got 125 km in your legs and a strap around your wrist. Finished. Let Strava upload. There’s so little traffic on the Highway 1 coast road heading south from San Francisco; it’s no surprise that it appears on many a cyclist’s bucket list. For those who live in the area, it’s a frequent training ground.

This watch didn’t just usher in a new generation of intelligent watches, but a whole new era. It’s a watch that doesn’t merely define your outfit, but expresses the wearer’s lifestyle: athlete, manager, early-adopter, millennial, businesswoman, family-man…. The sort of person who wants to be connected, record performance data and express their personality – without committing or confining themselves. It’s a watch for globally active people, and those who aspire to be so. A personal trainer and personal assistant on your wrist.

This watch didn’t just usher in a new generation of intelligent watches, but a whole new era. It’s a watch that doesn’t merely define your outfit, but expresses the wearer’s lifestyle: athlete, manager, early-adopter, millennial, businesswoman, family-man…. The sort of person who wants to be connected, record performance data and express their personality – without committing or confining themselves. It’s a watch for globally active people, and those who aspire to be so. A personal trainer and personal assistant on your wrist.

Its radical design is as minimal as it is dominant and universal. Fully customisable but still unmistakable. A watch that claims universality. To be worn by anyone, at any time.

It vibrates on your wrist. Check in for the flight to London opening at 4.30 pm. A glance at the time once more. Yes, time for an espresso at Verve Coffee before back to San Francisco and finally good old Europe