Apple's Jony Ive and Marc Newson sat down at the Condé Nast International Luxury Conference to talk about luxury and craftsmanship in the 21st century.
Ive, Apple's SVP of Design, and Newson opened the conference, an event that was first announced last month. They talked about bringing craftsmanship to something that would be mass produced, like the Apple Watch. Ive also spoke about the motives behind the creation of the watch. From Vogue:
"Our focus has been doing our very best to create a product that's useful. When we started on the iPhone it was because we all couldn't bear our phones. The watch was different. We all loved our watches, but saw that the wrist was a fabulous place for technology, so there were different motivations. I don't know how we can compare the old watches we know, with the functionality and the capability of the Apple Watch."
Both Ive and Newson believe in the importance of understanding physical materials when designing a product. It was this love of materials that drove Apple to create their own gold for the Apple Watch Edition, according to Ive:
"For the watch we developed our own gold because we loved how it felt. It's that love of the material that drives so much of what we do."
Ive also expressed his belief that the Apple Watch is the next step in making technology relevant and personal, a path that Apple has been on since its foundation.
Update: Vogue has now provided a video of the full interview, which we've embedded below: