It took a while for Apple Watch to find its niche. Initially dismissed as a bling plaything for the wealthy, it eventually found purpose in the world of health and fitness, along with giving users immediate access to key everyday information.
Today, Apple offers three models. All require an iPhone to function, although once set up they can be used broadly independently – particularly if you’ve a GPS model, which can remain connected to the internet when out of range of your iPhone.
There are many older Apple Watch models, but we don’t recommend buying second hand, because a new Apple Watch SE 3 is a solid budget buy. At most, go back a single generation (Apple Watch Series 10 or Apple Watch Ultra 2) if you find a bargain.
Tight for time? Skip to the end for a lightning-fast overview on what to buy and when to upgrade.
Apple Watch SE 3
From $249/£219 • 40mm/44mm case • S10 chip • 18hr battery / Last updated: September 2025
Best for: an affordable Apple Watch entry point or an Apple Watch for kids
With Apple Watch SE 3, Apple pulls the same trick as with its entry-level iPhone – powering older tech with a more modern chip. The result is an Apple Watch that’s hardly cutting-edge – its design is based on 2020’s Series 6. But it has enough clout to not feel old.
It’s a good combination, because the Series 6 design still holds up. And unlike the SE 2, this update includes an always-on display, meaning you no longer have to raise your wrist to turn it on. It does still have bigger bezels (and a smaller display) than the Series 11, which means marginally less information on the screen within similar case sizes – although you’ll barely notice.
There are other positives too. The SE 3 has most of the important features found on more expensive models, including Emergency SOS, fall and crash detection, and noise monitoring. The Series 11 nets you a brighter display, ECG and Blood Oxygen apps, a depth gauge and a larger battery. But if those aren’t deal breakers, the SE 3 is arguably the best Apple Watch you can buy today – especially if you’re kitting out a family with wearables.
Pros: affordable; packed with quality features; now has always-on display
Cons: no ECG app; older case design; lower battery life than Series 11
Apple Watch Series 11
From $399/£369 • 42mm/46 mm case • S10 chip • 24hr battery / Last updated: September 2025
Best for: the latest Apple Watch tech for a reasonable outlay
Outwardly, the Series 11 looks similar to the SE 3. But the subtly different case within a very similar form factor – to the degree old straps remain compatible – you get a superior display. It’s brighter (2000 nits vs 1000) and bigger (by 2mm), with an edge-to-edge design that delivers precious extra pixels for displaying content and complications. The wide-angle OLED can also be seen from wider angles.
Other differences over the SE 3 are similarly marginal. You get the ECG and Blood Oxygen apps, along with a depth gauge (6m) and water temperature readout, due to the Series 11’s extra sensors. The addition of a second-gen Ultra Wideband chip brings precision iPhone finding. Battery life is up to 24 hours rather than 18. The unit is certified IP6X dust resistant. And there’s a titanium option.
Elsewhere, you get the same S10 chip that’s more than powerful enough for what the Apple Watch needs, fast charging, Bluetooth 5.3, emergency SOS, 50m water resistance, sleep tracking, and a slew of apps. But the reality is you probably don’t need this Apple Watch. It’s not a hugely compelling update over the Series 10 or even the Series 9. In fact, if you’ve a Series 6 that’s still working, don’t bother. This one’s ultimately for people who have to have the best and the newest, and won’t settle for the SE 3’s slightly reduced feature set.
Pros: bigger, brighter display in almost the same case size; more sensors; better battery
Cons: adds little over Series 10/9/8/7/6; SE 3 now seems like much better value
Apple Watch Ultra 3
From $799/£749 • 49mm case • S10 chip • 42hr battery / Last updated: September 2025
Best for: users who crave more action – or an Action button
The clue is in the name: Ultra – an Apple Watch that’s ‘extra’ in every sense. And it is bigger, with a single 49mm case option that’s bulky on smaller wrists – and, frankly, even some larger ones. At least with the Ultra 3 (unlike the Ultra 2), the display leapfrogs the one on the standard Apple Watch. Just. You get 422×514 pixels vs 416×496. Hmm.
Still, other features continue to cement the Ultra’s intended use-cases of sport and hiking. Precision GPS. New 5G capabilities. The 3000 nits display still being brighter than what you get on any other Apple Watch and working well even in bright sunlight. Suitability for recreational diving to 40m rather than just swimming. A siren you can hear from 600ft/180m away if injured in the wilderness. The rugged titanium case with screen-protecting edges.
Also, the customizable Action button remains superb, dual speakers are useful for anyone, and few would turn down almost double the battery life – 42 hours or 72 in Low Power mode – over the Series 11. However, given the expense and size, it’s disappointing Apple’s 2025 refresh doesn’t really offer any compelling reasons to upgrade from the Ultra 2 or even the original Ultra. Still, for sporty types, this is a full-featured watch. But if you don’t need those ‘ultra’ features, go for the Series 11 – or the SE 3.
Pros: durable; very bright display; superior battery life; 5G capable
Cons: too big and bulky for some; overkill for many; expensive
The Hermès collection
There are also Hermès Apple Watch options for the Series 11 and Ultra 3. These give you a fancier box, a ‘spare’ sport band in Hermès orange, exclusive watch faces, and a Hermès identifier on the watch itself. There are no functional differences, and so this is purely about style and aesthetics for extra outlay – from (yes, from) $1,249/£1,149 for the Series 11 (vs. $399/£369). The Ultra 3 premium is marginally less eye-watering, with that option starting at $1,399/£1,299 (vs. $799/£749). Frankly, either option comes across like the I Am Rich of Apple Watches.
TL;DR
Still undecided? Here’s a lightning-fast comparison for when to buy and upgrade:
- Get the Apple Watch SE for an excellent entry point to Apple wearables that’s still packed with features.
- Upgrade to the Apple Watch Series 11 if you can’t live without a brighter and slightly bigger display, more health features, and a larger battery.
- Only get the Apple Watch Ultra 3 if one or more of the following is true: you do a lot of extreme sports or hiking; you want a much bigger watch (albeit without a much larger display); you yearn for double the battery life; money’s no object.
- Or get a Hermès Apple Watch if you’ve more money than sense.