Apple highlights Apple Watch durability in new promo

Apple has unveiled a new Apple Watch advert to show off the durability of the wearable.

The company has been rumored to release a new rugged version of the Apple Watch for a while now, so it’s interesting to see Apple pivot towards this new durability angle for the watch.

The ad, which will air on TV and online, is called Hard Knocks, and shows users with Apple Watches taking part in extreme sports and putting their watches in sticky situations – including a child dropping a watch into a toilet!

Apple says that the Series 7 is the “most durable Apple Watch ever” thanks to a new glass that’s more resistant to cracks and scratches. The company launched the watch in September last year with an Always-On Retina display, to much success and acclaim from consumers.

Last year, rumors began circulating that Apple wants to launch a new rugged watch for extreme sports, with Mark Gurman suggesting it would be similar to a Casio G-Shock watch. The company has filed a number of patents to suggest a rugged watch is coming, and we may see it in 2022.

Would you be here for a rugged Apple Watch? Let us know and check back soon for the latest!

About the Author

News content on is produced by our editorial team and complements more in-depth editorials which you’ll find as part of our weekly publication. provides a comprehensive daily reading experience, offering a wide view of the consumer technology landscape to ensure you're always in the know. Check back every weekday for more.