References to the sunglasses brands and the style of objects with which Ive surrounds himself are part of the message the reporter is trying to get across about the relationship between Apple and luxury brands - a story which, as Apple positions themselves to try to replace Cartier and Rolex on celebrity wrists (because those endorsements are critical to Apple avoiding creating a 'geek watch'), places Ive's role in intriguing light. The question, for me, is how much of that is the reporter emphasizing that because they themselves find the relationship interesting - and how much is that Apple's spin to try to reassure the bling-centric part of the watch market that Ive really does understand luxury brands.

As someone who finds all the airport-mall-style silk, perfume and diamond brands completely baffling, Apple's move in that direction - from design to designer - is a little concerning.