Proof – if ever we needed any – that technology is increasingly becoming a fashion statement is Apple’s launch of its new watch.

Wearing an Apple Watch will be one of the biggest fashion statements that you can make this season. And not only because it’s currently one of the most desirable pieces of technology – it’s also because of the fashion pedigree that makes the watch tick.

This pedigree comes courtesy of the people behind the brand. Last year, Apple made its fashion intentions clear when it hired Angela Ahrendts from Burberry. Apple design chief Sir Jonathan Ive also hired industrial designer Marc Newson to work on the Apple watch – Newson’s wife is Charlotte Stockdale, Fendi and Victoria’s Secret stylist. Apple also hired former Yves Saint Laurent chief Paul Deneve as president of special projects.

The launch of the Apple Watch has also been given a fashionable makeover. The watch launch in California was staged by Gainsbury & Whiting, the firm behind the Alexander McQueen show Savage Beauty at the Victoria and Albert Museum. Apple also threw a celebrity-packed dinner in Paris – the dinner was hosted by couturier Azzedine Alaia.

The strategy, of course, is to make wearables as desirable as the latest handbag or pair of shoes.