Unless you’ve been living under a rock for the past 24 hours, you’ll have no doubt heard the news that Apple has unveiled its new Watch.

“We’ve set out to make the best watch in the world.” Strong words from Apple CEO, Tim Cook. Whilst the watch may boast plenty of technical ability, we wonder if any of it is actually new.

Lest we not forget, fitness watches have been around for years. As a ‘comprehensive health and fitness devise’, the Apple Watch will measure your calories burnt, steps taken and heart rate amongst other elements, which of course is nothing new to the watch industry.

Yet this device is obviously not aimed at the health conscious individuals who want to track their every move. The Watch is a gimmick for the masses. Why else would you record your heart rate? To send it to a loved one of course! (I don’t think they meant this to be as disturbing of an idea as it is).

At the very core of the Watch is an array of features you’d expect to find on your iPhone. In fact, you need an iPhone to run the Watch, which begs the question - why not just use your phone?

There’s no doubt that the Watch will be greeted with much fanfare and the new technology has already got people excited. If you’d like to chat to someone from your wrist like the evil goons from a Jason Bourne film; the Watch has built-in walkie talkie capabilities (how very 90s). Although this may look cool for the first few times, the novelty will soon wear off.

The beauty behind a watch, for us, is the fact that the innovations do the talking for themselves. They’re practical and provide things we genuinely need; more precise movements, stylistic versatility and underwater capabilities to name just a few. Plus, we simply can’t imagine the Watch having the same suave impact as a Rolex peeping out from under your cuff.

Excuse our cynicism, but can the Watch be heralded “the best watch in the world” with all these shortfalls? Mass produced in a factory, the Watch just doesn’t have the same craftsmanship behind it as the gentle ticking cogs of a vintage watch that has been handmade in Switzerland, does it?

Much like the iPhone, you can almost expect a new version of the smartwatch to replace the original in a year or so; such is the world of modern consumption. Whereas on the other hand, a vintage timepiece is timeless in its beauty and a true style investment.

Also, do you really want to wear something on your wrist that every second person that you pass in the street is wearing too? To us, the whole point of having a watch is to make you stand out from the crowd and stimulate interesting conversation.

Abandon the modern gadgets, the low battery signals and the unnecessary apps; you’re only wasting your time. Go back to basics and appreciate the preserved excellence of a fine timepiece the way all watches were intended to be.

After all, if it isn’t broken, don’t fix it!