Apple to launch ceramic Watch in late 2024

Apple plans to bring back a ceramic version of the Apple Watch, possibly as early as this year. Bloomberg’s Mark Gurman reports that the company is reviving the premium Edition line, last seen in 2019 with the Series 5. The ceramic Apple Watch vanished from the lineup after the Edition branding was dropped, leaving high-end watch buyers without an Apple-made option in that material.

Ceramic offers a scratch-resistant, lightweight alternative to stainless steel or titanium. It was once the top-tier choice for Apple’s most expensive watches, priced above $1,000. The return signals Apple’s push to reclaim the luxury smartwatch market, where competitors like Tag Heuer and Garmin have gained ground with premium hybrid designs. Apple’s focus on health tracking and durability makes a ceramic case attractive to athletes and professionals who want both style and toughness.

The previous ceramic Apple Watch retailed for $1,099 at launch. If reintroduced, it would sit above the aluminum and titanium models, competing with high-end mechanical watches. Industry analysts say Apple may pair it with new health sensors or a thinner design to justify the price. The move could also boost margins, as ceramic is more expensive to produce than metal.

Apple typically updates its watch lineup in September. If Gurman’s report is accurate, the ceramic model could arrive alongside the Series 10 or a new Ultra variant. The revival of Edition branding would also signal Apple’s confidence in the post-pandemic luxury market. Either way, it’s a clear signal that Apple is serious about winning back watch enthusiasts who value premium materials.