It’s hard not to love a company that looks at one of Apple’s best-selling wearable devices and says, “The design is wrong,” and that’s what premium case maker Golden Concept seems to be saying with its new Crown Sport case, which costs more than the Apple Watch Ultra 2 and completely changes Apple’s design.
The new Crown Sport case for the Apple Watch Series 10 is designed for “elegant, active people who bring sophistication to every adventure.” That’s me! But with a price tag of $899, it’s ultimately not for me. However, if you can afford to spend the Apple Watch Ultra amount on a case for your Apple Watch Series 10, there are a lot of interesting things to look out for.
Golden Concept takes the crown (and reclaims it)
The most noticeable thing about this case is the absence of a digital crown. Instead, there’s a central crown with buttons above and below it. This is because Golden Concept wanted a layout that was more in line with most premium mechanical watches, so they came up with a clever way to effectively move the digital crown and put it in the center instead.
The case itself has a hinged bezel hatch that installs without the use of screws and comes with a fluoroelastomer strap (Crown Sport) or, coming later this year, a stainless steel strap (Crown Classic). The Sport version has a classic butterfly clasp and is available in two colors: rose gold and silver. Both have an RRP of $899 (roughly £686 or AU$1,347) and are entirely limited edition. Only 999 Crown Sport watches will be made and sold worldwide, so if you manage to get your hands on one, you’ll be part of a pretty exclusive club.
I’m quite fascinated by Golden Concept because I’m not their target demographic. In addition to luxury watch cases, the company also makes some pretty unusual iPhone cases, some made with precious metals and some encrusted with diamonds. If that appeals to you, keep an eye out for the next iteration of Golden Concept’s Billionaire Gadget Collection, which includes platinum-plated iPhone, AirPods Max, and Apple Watch Ultra cases with a total of 7,586 diamonds for sale for $250,000. I’ll buy two…
