Multiple outlets have stated that this device has been underpriced.
For a watch that has an 18-karat gold outer-body, that has also been strengthen to withstand scratches, dents, and dings, it's not going to be cheap. Special metalologists were contracted just to construct the Edition version of the Apple Watch. Apple knew what they were doing when they announced different collections, with difference price points that can appeal to everyone. No one is trying to force a certain collection of Apple Watch down your throat.