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Apple design chief Jony Ive obsessed over every miniscule detail of the Apple Watch design, down to the "k-chit" sound of the band's clasp, he told Vogue in a rare interview.
The Vogue reporter met with Ive weeks before the Apple Watch's unveiling September 9. Ive talked about his fascination with the history of clocks, from the public clock in a Bavarian square to timepieces owned by the royals, and gushed over the smartwatch's "real materials" like the magnets in the strap and the buckle. He also waxed poetic about Apple's design philosophy: “I think what we sincerely try to do is create objects and products and ideas that are new and innovative, but at the same time there is a slightly peculiar familiarity to them.”
Ive is notoriously private (Vogue's headline called the interview a "rare look"), but Apple is eager to woo the fashion elite as the company aims to position the Apple Watch as a well-designed device people truly want to wear.