Apple is absolutely making huge efforts to engage with the fashion world. Immediately following Monday’s special event in San Francisco, the company revealed to BoF that its forthcoming Apple Watch will be sold at custom-designed shop-in-shops at luxury department stores Selfridges, Galeries Lafayette and Isetan, as well as at speciality retailers Dover Street Market (London and Tokyo), Colette (Paris), The Corner (Berlin), 10 Corso Como (Milan) and Maxfield (Los Angeles).
Expected to be shipped in April, the device will surely generate significant buzz and good upfront sales. But in order to sell at the volumes required to satisfy investors, the Apple Watch will have to work as a fashion accessory as well as a tech device.
In fashion, consumers demand a dizzying range of aesthetic options, which they use to send complex signals about their personal style and the social tribes to which they belong. What’s more, they demand these options at a tempo that far exceeds the pace at which consumer electronics companies release new devices.
But for Watch to succeed as a stylistic product — as well as a tech device — Apple will need to enlist a similar ecosystem of fashion and accessories designers to develop a much wider range of aesthetic options for the product, turning Apple Watch into a legitimate platform for fashion as well as apps.
The Apple Watch, in its own way, really pays great homage to traditional watchmaking and the environment in which horology was developed. We have to remember that the first timekeeping devices,things like sundials, were dictated by the sun and the stars, as is time to this day.
The fact that Apple chose to develop two faces dedicated to the cosmos shows they are, at the very least, aware of the origins and importance of the earliest timekeeping machines, and the governing body of all time and space – the universe.
Apple Watch Information:
Apple Watch: Everything We Know