Racked:

It’s pure arrogance for Silicon Valley to imagine that it can make wearables cool by hiring a few fashion people, putting the product on a runway, or throwing money at “collaborations” with brands. This is a new game they’re trying to play, one with different rules. The rollout of the Apple Watch would look much different if it were orchestrated by a brand like Chanel. Instead of being released at $350, it would hit stores with a price tag in the thousands. Consumers would clamor to get their hands on one, only to be stymied by limited runs, which would further stoke desire. Only after a few years of artificial scarcity would it enjoy wider release.

I have the fashion sense of a hobo so I have no idea if this piece is an accurate portrayal or not but it is an interesting take on the subject.