Interesting read on why the high end Apple Watch Edition could have been priced even higher. The Apple Watch Edition is a classic Veblen product per the report which makes a lot of sense if you consider what the target market is for a $10k+ watch.
http://www.cultofmac.com/315099/17000-gold-apple-watch-might-be-too-cheap/
http://www.cultofmac.com/315099/17000-gold-apple-watch-might-be-too-cheap/