Tim Cook setting the Apple Watch bar on “Cool”

Listening to Tim Cook’s Goldman Sach’s talk, I was struck by this statement, made in the midst of a discussion of the upcoming Apple Watch release:

I think one of the biggest surprises people are going to have when they start using it is the breadth of what it will do. Obviously, it’s a precision timepiece. And, just like you’re wearing a watch and you probably think it looks really cool…I’m not sure I do, but…

This last bit was followed by a pretty solid wave of laughter from the crowd. My first thought was, snap, did Tim Cook just call out this Goldman Sachs dude for his poor taste in watches? Why would he do that?

It’s a funny moment. But I wonder if it was truly accidental. I wonder if that was a choreographed move, an intentional shot across the bow of traditional watchmakers, telling the world that a new standard of cool is coming.

An interesting moment, regardless of its intent.