“Apple Inc’s new Watch sells for an average of $529, including accessories, at the high end of Wall Street estimates, according to findings by research firm Wristly,” Julia Love reports for Reuters. “The watch’s profitability has been hard to gauge because prices range from $350 for sport models to $17,000 for solid gold designs.”

“The figures provided to Reuters by Wristly, which surveyed more than 2,200 Apple Watch owners, sit at the high end of estimates from analysts, many of whom have pegged the gadget’s average selling price between $425 and $550,” Love reports. “The Wristly survey suggests some investors may have underestimated the timepiece’s profitability, founder Bernard Desarnauts said. ‘There is quite a positive uplift,’ he said.”

“Wristly’s research comes with a few caveats: The results only reflect buyers in North America, Europe and Oceania, and the panel skews to the wealthy,” Love reports. “But the company’s findings track closely with figures Apple has disclosed about how much owners wear the watch. And Apple Chief Executive Officer Tim Cook has publicly cited the firm’s findings about the Apple Watch’s high rates of customer satisfaction.”

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MacDailyNews Take: 5 million Apple Watch units to date, a conservative guess, at an ASP of $529 totals $2.645 billion. And this is before the holiday shopping season hits.