This is just what it needs to be... The first Iwatch charger available commercially, outside of the Apple Store, at least in our area. I opted for the 1m cable as it will be my plug and leave at home. (It's $10 cheaper than 2m version) the packaging is for sure more eco friendly than other chargers. Apple does a good job of this and the design, of even the packaging, is really cool. It doesn't need to be and it certainly isn't any cheaper, but it's always a neat surprise. Anyway, if you need a Apple watch charger, It seems easier to go to any of a number of area BB stores than to go to the one Apple Store in the area, if your lucky to have an Apple Store within an hour of your house. JUST BUY IT ALREADY, you aren't going to find them cheaper online. At least until the cheap knock offs are created. I spent 5-8 hrs liking online for cheaper, as of early August 2015, they just aren't available online for under $50. Now BB has them online and apple store has them online. But if you need one quick or for $29 (1m) and $39 (2m) go to best buy.