Apple revealed new completely re-engineered $369 Apple Watches on Wednesday.

A GPS chip, swim-safe waterproofing, a 50 percent faster dual-core processor, a chip with double the graphics performance and battery life improvements were among the new features of Apple Watch Series 2, Apple chief operating officer Jeff Williams announced at Apple's special event in San Francisco. Apple-branded watches will be available September 16.



A second Apple Watch, the Apple Watch Nike+ was also unveiled, available for order on September 9 in most countries.

The new wearables start at $369 with the older Series 1 model dropping to $269.

The Series 2 Watch is water resistant to 50 meters, with a speaker that ejects water and artificial intelligence that learns the skills of the individual, Williams said. It has the brightest display that Apple has ever shipped on an Apple product and has a new finish option, ceramic, that's four time harder than stainless steel, Williams said.

The Series 2 also has a new assortment of designer bands and watch face designs from Hermes.

The Nike Watch, meanwhile, has a perforated version of the flexible fluoroelastomer used in the Apple Watch Sport Band, and has the Nike+ Run Club app integrated into the watch face.