Top notch versions of the new Apple Watch will set you back $10,000 (£6,611).
CEO Time Cook unveiled the new device this evening – and boasted its ability to make calls, manage your health and even open your hotel room door.
Pre-orders for the watch, which has an 18-hour battery life – start on April 10.
Industry experts are eager to see if Apple’s version will be the tipping point for the sluggish smartwatch market.
The device costs $349 (£230), but the luxury gold version will go for more than 28 times that amount.
The mid-range Apple Watch comes with a range of stainless steel bands and will cost between $549 and $1,049 (£363 to £694), depending on the style and band chosen, said Mr Cook.
Apple’s major rivals in the smartphone arena; Samsung, already has a range of smart watches on the market, meaning the iPhone maker is playing catch-up in this field.
The company clearly thinks it has a market winning product however, and Apple’s Kevin Lynch demonstrated a host of the launch apps on-stage during the show. These included a look at the
Glances feature, which enables wearers to read full notifications on their wrist, as well as jump into full versions of apps including social media giants Facebook, Twitter and Instagram.
Apps like car-sharing service Uber and music recognition app Shazam were also demonstrated.
An app partnership with SPG hotels will also enables wearers of the Apple Watch to open their hotel room door with the device.
Apple Pay also comes built in so you can pay for items. For the moment though this feature is still only available in the US and there was no mention of a further roll-out.