One of the most impressive things Apple did when they first released their Apple Watch in 2014 was creating an all-new steel bracelet to pair with the company’s smartwatch (as an optional purchase). Apple simply called it a “link bracelet,” and it appears that the original was only in production for a few years before retiring. What was so impressive about the Apple Link Bracelet? In short, Apple was inspired by traditional steel metal watch bracelets and designed something entirely new and modern at a relatively fair price. The idea was to take the classic idea of steel watch bracelets and make something fresh for the smartwatch generation. A good example of what Apple thinks about the traditional watch industry is the use of a “316L stainless steel” label inside the opening. 316L is the popular high-grade stainless steel form used in watches, and is otherwise a very vague term. This should signal that Apple people who design Apple Watches are also major fans of the world of traditional timekeeping and its best practices.
https://www.youtube.com/watch?v=pogbkzjbzv0
The original Apple Link bracelet featured innovations such as a fully flash butterfly style deployment clasp and links that can be removed without tools (thus making it easy for anyone to size the bracelet). The Apple Watch Link Bracelet was so influential that it was a more or less inspirational Cartier redesign of the Santos bracelet (also boasting links that can be removed without tools). However, I don’t think Apple has gained enough credibility for the time-consuming task of engineering a link bracelet for the first time around 2014.
I’m not entirely sure why Apple canceled the original Apple Watch Link Bracelet, but like I said, I think there were too few people who really understood it, and the relatively high cost (compared to other Apple Watch bands) was offensive. One of the most popular types of aftermarket Apple Watch Bands was a steel bracelet (various style) that was cheaper than the ones that Apple initially charged their link bracelet. Apple is great at informing consumer groups of large groups of consumers with basic messages, but today’s company’s communication style is less effective in deeper forms of storytelling. Apple knows this and is wise to work with the media (including Ablogtowatch of course) to tell more nuanced product stories. Suffice to say that the striking nature of link bracelets has been lost to most mainstream consumers who have little experience with high-end traditional watch bracelets. Those who could easily understand the original Link bracelet around 2014 were some of the people who were least likely to remove traditional watches in favor of smartwatches (although many have changed in that sector over the past decade). So it probably makes sense for Apple to cancel that lovely steel link bracelet at the time.
In 2024, Apple not only returned the link bracelet for use with the Apple Watch Series 10, but also added a new finishing style and reduced prices. The original price of the 2014 Link Bracelet was $449 USD. The Apple Watch Link Bracelet price for 2024 is totally $100 less. The bracelet is slightly different in polishing and is available in natural steel, dark gray/slate (black), and gold tone finishes. Each is supposed to match one of the newer versions of the Apple Watch Series 10 with its thin cases, both in the 42mm and 46mm case size variants. Apple doesn’t seem to have much discussion about the complex benefits of linking Bracelet on websites. There is only skeletal information about the new link bracelet, no discussion of history or engineering, and very few details designed to make people excited about it. The most important statement on the Apple website’s link bracelet is somewhat hidden: “Made from 316L stainless steel alloy, the link bracelet has over 100 components. The processing process is very accurate. It takes nearly nine hours to cut a single band of links.” Without further context, most consumers don’t think they can understand how big a smartwatch bracelet is to grind metal components individually. My point is that Apple can make many iPhones in 9 hours.
One of the reasons why Apple didn’t deal with link bracelets much in 2024 is that the materials don’t fit into Apple’s larger conversations about metals. In 2024, we consider aluminum and (mainly) titanium to be the best metals for your Apple Watch. The polished titanium Apple Watch Series 10 actually looks like steel. The bracelet matches well with that, as it is intended to look like that. However, it’s a bit strange that the bracelet and watch cases are made from different materials. I don’t think Apple could come up with an efficient way to incorporate steel link bracelets as part of a bigger conversation about the benefits of titanium in the Apple Watch Series 10. A slight difference between the new link bracelets is that the sides of the bracelet are polished to match the refined nature of the titanium case. The links are primarily given an attractive, uniform brush finish.
The single horizontal link style of the link bracelet has not been changed, and it balances a good balance between wearing aesthetics and comfort. I forgot how comfortable and thin the original link bracelet was, but at first I thought the new link bracelet was thin. Apple did the best job of making them as thin as possible. This is further highlighted in the slimmer shape of the latest Apple Watch. Adjusting/deleting links with short nails can be a little difficult, but considering the very small nature of the parts and the very small tolerances that Apple is working on, it works well. Again, as just an example of modern industrial design and engineering, the Apple Watch Link Bracelet is truly impressive because Apple was able to do it through mass production (as opposed to small batch luxury watch production).
I prefer bands over bracelets for use with my Apple Watch when doing sport activities and fitness tracking. The strap does a better job of holding the case firmly on the wrist, where the heart rate monitor can work most effectively. Plus, sweating with a metal bracelet isn’t always great. That’s okay, but these days people want to wear the Apple Watch and other smartwatches in more cases, not just the gym. Link bracelets are present when people want to “dress up” their Apple Watch for use in more elegant or social environments. Even Apple doesn’t recommend link bracelets for water activities, but suits are definitely better than standard black sports straps. It’s not the only steel or metal bracelet that Apple will make available on this Series 10 or other Apple Watch models. For example, I recently wrote an entire article about the new Milanese bracelet available in the Apple Watch Ultra 2 natural or DLC black titanium. Apple clearly knows what they do in the bracelet department, even if it takes a serious enthusiast to understand material in addition to style.
As mentioned above, Apple creates a link bracelet in three colors. All are in the same price range. In addition to natural steel, the link bracelet is also available in black (“slate”) and gold tones. These are intended to match the colors of compatible available Apple Watch cases. Those who wear an Apple Watch on a daily basis but feel that they don’t have enough refinement to their style should strongly consider the link bracelet. If you’re an active person, it’s not the only strap choice for your smartwatch, but it’s an excellent accessory that upgrades the look of the most popular watches in the world today. Third-party Apple Watch bracelets seen at a lower price do not offer as much detail or precision as Apple offers. The Apple Watch Link Bracelet (requires an Apple Watch and is sold separately) costs USD 349. For more information, please visit the Apple Watch website.
