Apple Watch: the IT fashion item of Spring?

By

Jean-Paul Leroy

Published
Feb 18, 2015

The launch of the Apple Watch is starting to be definitive. Scheduled for April, the smartwatch from the computer giant is being discussed all over the place but without any specific details, not knowing what is secret and what is already known, a surefire method of creating buzz.

However, according to the Wall Street Journal, citing sources who are close to the matter, we do know that Apple has asked its subcontractors in Asia to produce five to six million copies of the smartwatch.

Also according to the WSJ, the basic model, called Apple Watch Sport, represents half of the orders; the mid-range version a third; and even though implementation for the high-end model, Apple Watch Edition, with an 18-karat gold box, will be weak, Apple has nevertheless ordered one million units per month for the second quarter!
 
But where and how are these watches bordering on luxury for some of them going to be sold? In The New Yorker, Jonathan Ive, senior vice president of design at Apple, explains that he is working with Angela Ahrendts, senior vice president of Apple retail, and former CEO of Burberry, to develop the Apple stores and bring them up to par with the high-end image they are looking for for the coming watches. Especially in terms of luxury surroundings.

Already reported in the press last week, an article in the specialised Apple magazine, 9to5mac, reported that Apple is even installing safes in its stores to hold the most expensive of the jewellery-watches.
 
As of this February, Apple had already started to train staff from a number of its stores in two training sessions in Cupertino, California, Austin and Texas, to become familiar with the functions of the Apple watch.
 
Finally, Apple has also been targeting the fashion world with its new smartwatch collection. This was the case during Paris Fashion Week in September, when the watch was displayed at Colette. But the biggest focus is of course communications.
 
On Wednesday, according to our sources, we learned Apple is also getting ready to take its place in one of the most fashionable department stores. Thus, in Paris at the Galeries Lafayette on Boulevard Haussmann, an area under construction is concealed by tarpaulins, a space that is notably close to Céline, Saint Laurent and Miu Miu. Previously the location was occupied by a small cafeteria and passing jewellery stores. Now it will belong to the Apple Watch…