Physics be damned. The challenge was to create a bigger display while barely expanding the dimensions of the watch itself. To do so, the display was completely re-engineered, reducing the borders by 40%, which allows for nearly 20% more screen area than Series 6. And over 50% more screen area than Series 3. That’s something to smile about.

Always-On Retina display. A brighter view of you. You don’t need to raise your wrist or touch the screen to see the time or other information and complications on your watch face, because the display is always on. And now it’s 70% brighter indoors when your wrist is down.

A subtle wraparound effect is created by refracted light at the edge of the display for a seamless integration with the case.