Despite the always-on screen, Apple is claiming the same 18-hour “all day” battery life as previous models. The power savings come thanks to a new low-power display driver, which might one day make it's way to other Apple devices.
Apple also showed off two new titanium models of the Watch, a light brushed style and a "space black" option. There's also a new ceramic model in glossy white. As with iPads, the aluminum models are now made of 100 percent recycled aluminum. The high-end Hermes-branded models are now also available in space black, and there are updated Nike models as well.The new Apple Watch starts at $399 for a Series 5 with GPS, and $499 with cellular. The new watches go on sale today, September 10, and they become available on September 20. The Series 3 Watch gets a price drop, down to only $199. The Watch Series 4 appears to have gone the way of the iPhone X; it wasn't mentioned during the launch event.