Golden Concept is a Swedish company that makes premium cases for the Apple Watch and other products. I am fascinated by the Apple Watch (and other smartwatch) case market because it allows for differentiation by giving a more distinctive skin to a practical wearable electronic device. One of the most appealing things about the traditional watch market is that the market offers a wide variety of watch styles and looks, so wearers do not all have to look the same. When it comes to smartwatches, the market is dominated by a few leaders, leaving wearers with relatively few options. Traditionally, this meant that the best way to differentiate your unique smartwatch was with a different strap. But sometimes that’s not enough if you want your watch to express your personality in a meaningful way.
Additionally, I believe that most traditional watchmakers should not enter the smartwatch market, because the associated hardware and software is entirely different from the product class these brands are accustomed to. For this reason, I have long encouraged luxury brands to make premium smartphone cases rather than making their own smartphones, and to offer premium smartwatch cases rather than making their own smartwatches. This is exactly where companies like Golden Concept fit in. Now, nearly a decade after the launch of the Apple Watch, the market for Apple Watch cases is relatively robust.
Most of the Apple Watch cases on the market seem to be aimed at providing extra protection and durability to the popular smartwatch device. That’s fine, but what I’m more interested in is how they can expand the shape, theme, and style of the Apple Watch beyond its somewhat mundane shape. In fact, I think a big part of the reason the Apple Watch Ultra is so popular is because it looks a bit different (more distinctive) than the standard pebble-like Apple Watch.
The catalyst for my review of Golden Concept’s Apple Watch case was a nightclub in Las Vegas. I happened to encounter such a situation while traveling and was immediately drawn into observing modern wristwatch sociology. What I observed was that many young people looking to show off were wearing Apple Watches that don’t lend themselves to showing off at all. The problem is that unlike most traditional watches, the Apple Watch looks pretty much the same on anyone’s wrist. When you want to stand out in a crowd, you first need to look different and then you need to look good to get the attention you want. Wearing an Apple Watch certainly gives you the desired functionality and practicality, but it doesn’t really offer any style. So wearing a case over your Apple Watch in a “club lifestyle environment” is a way to attract attention and at the same time enjoy the practicality of the latest smartwatch product.
In places like nightclubs, flashy clothing and accessories are often seen. Shiny objects, precious and semi-precious stones, and interesting shapes attract attention that will interest many wearers who gather at such social gatherings. While there are probably other similar products out there, the Golden Concept Racing Sport Edition RSTII49 Amber Rose case adorned with diamond-style (though not chemically the same) Moissanite stones is the perfect solution for many who want to wear an Apple Watch but also want the attention that comes with wearing a flashy, high-end timepiece.
Golden Concept manufactures a series of Apple Watch case styles and sizes. This is the largest size of the Golden Concept case, with a long 49mm case profile that can accommodate an Apple Watch Ultra or Apple Watch Ultra 2 (which is in a Golden Concept case for this review). Considering the already large size of the Apple Watch Ultra, the overall case is relatively large. Thus, the Golden Concept RSTIII49 case is approximately 56mm wide without the crown, approximately 59mm wide with the crown, approximately 19mm thick, and approximately 59mm long lug-to-lug.
The case is made of steel, and this model has a rose gold-tone PVD coating (Golden Concept offers other colors as well). The steel is set with “more than 400 moissanite gemstones,” which is a big source of this flashy appeal, and I personally find it quite fun. The case is fitted with a removable fluoroelastomer strap. The whole thing weighs 155 grams without the Apple Watch and 216 grams with the Apple Watch. I wish the case was made of titanium to match the material of the Apple Watch Ultra 1 and 2, but that would have increased the cost and would have made it much more difficult to set stones, as titanium is much harder than steel and less suitable for setting gemstones.
Golden Concept makes the most of the case size by creating a tonneau-style case shape that is integrated with the strap, allowing it to wrap comfortably around most wrist sizes. The overall profile and visual theme is loosely Richard Mille-esque, which is no coincidence. The shape is on-trend, but it’s comfortable to wear despite its relatively large size. If you have an Apple Watch Ultra and want to wear it in a case like this, we recommend it for those with larger wrists. Most people might be a little better off with a smaller Apple Watch if they use a case like the Golden Concept a lot.
How well does the Golden Goncept RSTIII49 Amber Rose perform as a housing for a smartwatch that users will and have to interact with? What I found most interesting about this case is how it not only physically houses the Apple Watch, but also how it allows the wearer to maintain the ability to interact with the buttons, touch the screen, and connect with the sensors on the back of the watch. These sensors are responsible for functions like heart rate detection, which is important in using the Apple Watch as an exercise and activity monitor. The Apple Watch Ultra has two buttons/pusher on the case, as well as a digital crown. Each of these are operated through an extension built into the case. This means you can fully interact with the Apple Watch and even touch the screen. Of course, it’s a bit easier to do without the case. The bottom line is that Golden Concept did a pretty good job of providing visual style without sacrificing too much of why people wear the Apple Watch in the first place.
However, you do need to get the case to fit pretty snugly. To do that, you start by getting the straps sized correctly, which unfortunately need to be cut to size. This is tricky and limits your wearing options, since you might want to wear it looser or snugly. Having to cut the straps to size also means that you can’t easily share the Golden Concept case with friends. Of course, you can buy extra straps from Golden Concept, so at least the strap removal mechanism is very easy and doesn’t require tools. Of course, it would have been nice to have more adjustment options when it comes to the straps, especially since a case this heavy needs to fit snugly, not only for comfort, but also to ensure the back of the case touches the skin, which is necessary for the heart rate monitor to function.
One of the best things about the Golden Concept Racing Sport Edition Apple Watch Case is how easy it is to attach and remove the Apple Watch itself. Use a small tool or a paper clip to unlatch the bezel of the case, which is attached to a hinge. Remove the Apple Watch from the strap and gently slide it to close the latch door. To remove the Apple Watch, simply reverse this process. What I learned from this is that it would be better to think of the Golden Concept Case as an accessory to use occasionally, rather than as a complete replacement for the standard Apple Watch profile. For sports and everyday wear, the RSTIII49 Amber Rose may be a bit overkill, but it makes a really fun outfit to put on your Apple Watch on the right occasion. Considering that it only takes 20-30 seconds to attach and remove the Apple Watch from the Golden Concept Case, this is a really good way to think about how a product like this can be used in your normal daily rotation of clothing and wearable tools.
Golden Concept makes cheaper, smaller Apple Watch cases, with the Racing Sport Edition RSTIII49 Amber Rose currently at the top of the line. Most non-moissanite set Golden Concept cases sell for roughly a third of the price of this case, but are certainly not “club quality.” For me, if I’m going to put an Apple Watch in a case, it needs to radically change the look and feel of it, and I think this case fits that need perfectly.
I also like the overall style of the Golden Concept; it blends an attractive look with modern angles and features that make it feel contemporary, yet luxurious. Made from real 18K gold with natural diamonds, this watch is much more expensive, so to be able to offer this look at this price is an interesting combination of value and functionality for a market that wants something fun, but isn’t willing to spend as much as a luxury car on a fun accessory that they’ll only wear occasionally.
Golden Concept has limited this Racing Sport Edition RSTIII49 Amber Rose Apple Watch case to 99 pieces as a limited edition. This shows how modest the production is, and I’m sure I’ll probably never be the only one to have this case in a nightclub. If I’m going to wear my Apple Watch to a social event at night, I want something with a bit more personality. A case like Golden Concept’s is certainly an attractive product. While it’s easy to point out the overall size (a bit big for my wrist) or that it’s too flashy (not everyone likes a bit of sparkle like I do), I like the style and sophistication of this product. Either way, there is a market for a flashy Apple Watch case, and Golden Concept offers a pretty sleek product that does it well. The Golden Concept Racing Sport Edition RSTIII49 Amber Rose Limited Edition 99 Pieces Apple Watch Case is priced at $2,999 USD. For more information, visit the Golden Concept website.
