The 18-karat gold Apple Watch Edition has been discontinued, dead just a year and a half after it began. Since the company never released official sales figures, we’ll never knew how many models actually crawled off the shelves, but in the months after its release, MacRumors estimated that just under 2,000 had been sold.

In terms of revenue, that’s at least $20 million, as the base price for the watch was $10,000. But for one of the world’s most powerful companies, it wasn’t enough to save it from humanity’s practical conscience as Apple quietly pulled its gold watch page from its website. This came as Apple unveiled its upgraded Apple Watch series 2.

The extremely paltry sales make it hard to track down owners of the gold Apple Watch Edition for their reactions, but it’s not impossible thanks to Instagram, Twitter, and Reddit.

Christel Quek, a VP at Brandwatch, a platform for monitoring social media response about brands and products, is a proud owner of a gold Apple Watch Edition, and isn’t much bothered by the Apple Watch Series 2 superseding her model.

“I got it because of the collectability,” she said via a Twitter direct message. An educated fan of European watches like IWC and A. Lange & Sohne, Quek wears the gold Apple Watch Edition in rotation with the other watches in her collection and reckons its discontinuation will make hers more collectible.

But unlike the mechanical watches that can operate without electronics of any kind, the Apple watch’s electronics destine it to a relatively short life and slow death, as future updates will render it slower and slower. Quek, of course, knew this from the outset. “‘For sure, gadgets have a shelf life,” she said. “I actually got it because it was something that I wanted to make a statement about. Luxury.”

Collectibility, which is not tied to fresh battery and performance, is so often married to the idea of alternate investment opportunities, with items hoarded away in the hopes that they will result in future windfall. Perhaps the Museum of Modern Art or a private horological collection will scour the Earth for gold Apple Watch Editions to purchase and display, but for Quek, that wasn’t the point. “I don’t think this would be an investment. It would be a bonus if it did appreciate in value. Sure it might not have the waterproofing or the other cool new bells and whistles, but ironically, that edition will [be the luxury, collectible] Swiss version of the Apple Watches.”

All this flies in the face of the consternation and the face-palming that some on Twitter were expecting with salivating schadenfreude. Quek and other Apple Watch owners were nothing if not psyched with the new model, showing no early adopter’s remorse. “Now I’m a bit at a loss as I wanna get the new Apple Watch for swimming,” said Quek, who is eyeing the new ceramic Edition that will sell for a tenth of the price of a gold Edition. “This time I’ll get a more affordable version of the waterproof Apple Watch. Even if there was a really expensive version of it.”