Apple Pay makes it possible for customers to purchase any Dezeen Watch Store product using only a fingerprint.
To use it, you simply place your finger on Touch ID – Apple's fingerprint recognition system.
Customers with Apple's latest MacBook Pro laptop can also access Touch ID via its touch-sensitive second screen.
Apple CEO Tim Cook first announced the arrival of Apple Pay at the annual conference in 2014. He said it would "forever change the way we buy".
The system uses a device-specific number and unique transaction code to ensure details are secure.
Customers can purchase all of the watches on Dezeen Watch Store using Apple Pay.
Recent launches include a Memphis-inspired watch from Romanian brand Optimef and a minimal collection by industrial designer Samuel Wilkinson for Glasgow brand Nomad.