LG Launches New Luxury Urbane Smartwatch to Track Apple

LG has today announced the launch of a new luxury smartwatch based on its latest wearable, the Urbane Watch, featuring a 23-carat gold case with an alligator leather strap, tracking the current smartwatch market leader and the Korean company’s chief competitor Apple. According to The Wall Street Journal, the 23-carat gold used in the “LG Watch Urbane Luxe” is stronger and harder than the 24-carat gold used in jewelry, and heavier than the 18-carat gold used in traditional luxury watches.

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While Apple’s Watch Edition also features 18-carat gold, the publication highlights that LG seems to not only beat Apple in terms of quality, but also in price. In contrast to the Apple Watch which starts at $10,000, LG’s  luxury smartwatch will retail for approximately $1,200. However, until the end of October, availability will be limited to 500 pieces only, according to LG.

The electronics giant is collaborating with U.S. retail jewelry company REEDS Jewelers for the luxury smartwatch. It can be pre-ordered at www.REEDS.com later this month, or by visiting any REEDS Jewelers location.

“Wearable devices shouldn’t be thought of as an extension of one’s smartphone but an extension of oneself,” said Chris Yie, vice president and head of marketing communications for LG Mobile Communications Company.

LG will showcase its luxury smartwatch during the IFA consumer electronics trade fair that starts in Berlin later this week.