Apple has created a collection of Apple Watch designs in collaboration with Hermès, featuring a handcrafted leather strap produced by the Paris fashion brand (+ slideshow).

The Apple Watch Hermès Collection marks the first time Apple has released a watch in partnership with another brand and reinforces Apple's desire to position its smartwatch as a luxury product rather than a gadget.

"Apple and Hermès make very different products, but they reflect the deep appreciation of quality design," said Apple's chief design officer Jonathan Ive.

"Both companies are motivated by a sincere pursuit of excellence 
and the desire to create something that is not compromised. Apple Watch Hermès is a true testament to that belief."

Each watch in the collection is etched with the Hermès logo and features dial designs based on the fashion house's classic Clipper, Cape Cod and Espace watches.

Prices range from $1,100 to $1,500.

"At Hermès, we strive to provide our clients with elegant, creative and functional objects for their everyday lives," said Pierre-Alexis Dumas, executive vice president in charge of artistic direction at Hermès.

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"What more contemporary and relevant expression of this principle could there be than this collaboration with Apple," he added. “"We are strongly united by the same deeply held ideas and principles. I see it as the establishment of an alliance in excellence; like horse and carriage, a perfect team."

The Hermès collection was among several new Apple Watch finishes unveiled today by Apple at a product launch event in San Francisco, which also saw new versions of the iPhone and iPad launched.

Earlier this summer, designers told Dezeen the Apple Watch "fails to excite" and was "a bit underwhelming", amid rumours that sales of the product had slipped since its April launch.

At today's product launch Apple CEO Tim Cook did not disclose sales figures.