GOLDEN CONCEPT's luxury Apple Watch case has landed for the first time in Japan!


The long-awaited metal bracelet model from the Swedish luxury brand "GOLDEN CONCEPT", which is loved by overseas celebrities and is establishing a new genre called "luxury Apple Watch Case" in Japan, has appeared.

From a sturdy case made of 316L stainless steel, which is also used for medical equipment, the metal strap that connects seamlessly is made in the same way as Swiss luxury watches. It also features an edgy design with a striking contrast between hairline and polish.

The lineup includes three color variations: SS silver, PG pink gold, and YG yellow gold.
Principe Prive official online store at the same time as Japan's first landing ( Has started accepting advance reservations.



"Easy to install by just fixing the attached screw" to your APPLE WATCH. It will be a "luxury watch" that you can't think of as APPLE WATCH.

We have created a case that can turn a regular Apple Watch into a watch that can be worn at work, parties, workouts, and more. This classic design matches any lifestyle.

Made in the same way that the Swiss watch industry has used for centuries, this timeless design has a case made of sturdy 316L stainless steel and a skilled surface. Skillfully hand-polished by craftsmen, it gives APPLE WATCH a special and universal look.

GOLDEN CONCEPT's 44mm Apple Watch Cases are limited to 999 worldwide, each with a unique number engraved on the temple.

* This product is sold as a single case. Please note that the Apple Watch itself is not included.


  • Apple Watch Case-EV44
Sales price: SS 132,000 yen (tax included), PG & YG 143,000 yen (tax included)
All 3 colors available

EV44 SS 132,000 yen (tax included)

EV44 PG 143,000 yen (tax included)

EV44 YG 143,000 yen (tax included)

Model: Apple Watch Case EV44 All 3 colors
Selling price: SS case 132,000 yen (tax included), PG / YG case 143,000 yen (tax included)

Compatibility: 44mm APPLE WATCH Series 4, 5, 6 and SE.
CASE: 316L Stainless Steel
Case size: 42 mm x 46 mm
Waterproof: Similar to the waterproofness of APPLE WATCH
Case thickness: 12 mm
Bracelet: 316L stainless steel pin buckle with stainless steel strap
Accessories: Instruction manual, watch case, bracelet, screws

* This product is sold as a single case. Apple Watch itself is not included.
* Because the back case is attached, you will not be able to use health care functions such as heart rate measurement.
  • Store
Principe Prive Omotesando
3-5-19 Kita-Aoyama, Minato-ku, Tokyo 2F

Principe Prive Official Online Store
The Golden Concept is a Swedish luxury brand founded by Puia Shamsossadati that offers personalized technology that combines elegance, exclusivity and fame. All products are made of high-end materials. By offering a wide range of personalization options, customers can fully express their individuality and create their own works of art. The GC started with a collection of classic models with older and exotic skins such as crocodile, python and ostrich. In just a few years, the Golden Concept has become an established premium brand in the international retail and fashion markets. Our goal is to create new editions of fashionable high-tech products and smart accessories for our customers.