Reviews of the Apple Watch have been mixed. Tim Coulling, senior analyst at research firm Canalys, believes the watch could be the catalyst for people to start wearing technology. He said: "For many people, waiting to see what Apple did was a first step before going out to buy a wearable technology product." Many people could be put off by the price. At $349, it is considerably more expensive than its more established rivals. But then, millions of loyal customers have always paid the premium for an Apple product. Apple could trump its rivals on the grounds of its watch being a must-have fashion accessory. Apple hired fashion industry bigwigs, including the ex-SEO of Burberry, to work on the watch's design.