Massive sales floor for Apple Watch in Galeries Lafayette closing in January

Meh who cares. It was an experiment and I don't think Apple ever intended to sell a ton of Edition watches in the first place. I do hope though that this doesn't cause Apple to abandon the fashion aspect and just turn it into a generic fitness device. I'm not upgrading to Series 2 because unless you're a swimmer or runner there's not much point.

I have the impression, anecdotally, that the Apple Watch is not gaining much traction as a luxury item. My wife has a Hermes AW and loves it, but I never see anyone else wearing one. I live in Bling Central (Knightsbridge London) and have never seen an Edition AW. As a sporty item (not health, it is also a bit ridiculous to believe that a $ 350 watch can have any measurable impact on health), I think it is quite successful and thus have high hopes for the Nike edition. It looks best with the rubber sports bands in colour. Kind of like the Swatch watch of the 21st Century. It is socially accepted in that same sense. In the 2000's even bank CEO's wore Swatches.

That is what Apple is/was really good at: kill products quickly that don't earn their keep. So, it is good that Apple is pulling the plug on luxury Apple Watches.

I'd like to see more co-branding, Hermes and Nike are only the start; I can see co-brands with TAG Heuer, Montblanc, Snow & Ice, Quicksilver, Prada, Jill Sander?

sog35 said:

sflagel said:

I have the impression, anecdotally, that the Apple Watch is not gaining much traction as a luxury item. My wife has a Hermes AW and loves it, but I never see anyone else wearing one. I live in Bling Central (Knightsbridge London) and have never seen an Edition AW. As a sporty item (not health, it is also a bit ridiculous to believe that a $ 350 watch can have any measurable impact on health), I think it is quite successful and thus have high hopes for the Nike edition. It looks best with the rubber sports bands in colour. Kind of like the Swatch watch of the 21st Century.

luxury items by default suppose to be rare. So not seeing tons of Edition or Hermes watches around is not necessary a bad sign.

I have the misfortune to live in a part of town where Ferraris, Maybachs, Bentleys, Patek's and 1 carat diamond ear studs are very common. Women actually use Vertu phones. And because of the international crowd, you see all the items that are considered luxurious in the middle east, China, Russia, Africa, etc If you don't see a luxury item here, you don't see it anywhere. As I wrote, it was just an anecdotal observation. Apple is good at pulling the plug.

sog35 said:

Those without vision will think this is bad for Apple Watch.

Nope.

Its all part of the plan.

What is the biggest road block for the introduction of a wearable computer?  Go look at Google Glass for the answer. Its making wearing a computer socially acceptable. Normal people would literally yell, scream, punch, and jeer at people wearing Google Glass in public. Why? Because it was not socially acceptable to wear a computer on your face. That was the biggest obstacle Apple Watch faced.

So how do you transform a thing that is a techy nerd only device (a smartwatch) to something mainstream and socially acceptable? You do that by getting acceptance by fashion and celebrities. Add a bit of luxury into the mix. And that is exactly what Apple did with the Watch.  And the result? The Apple Watch isn't viewed as a tech nerd only device. It is socially acceptable to wear an Apple Watch.

So yes Apple did discontinue the Gold Watch and some luxury stores will stop selling them.

But mission was accomplished by targeting luxury and fashion. This isn't a loss. This is STAGE 2.

Stage 1: Make Apple Watch socially acceptable by focusing on luxury and fashion. Face it. No wearable no matter how practical or technologically advanced will succeed if people think its ugly.

Stage 2: Expand to the mainstream market. Add technology and practical benefits.

People didn't like Google Glass because you didn't know when someone wearing one was recording or photographing. It would be like me holding my phone up to you like I'm taking your picture, but I never ask you or tell you what I am doing. 

I read that Gallery Lafayette shop is a Popup Store, and such stores are planned to be opened for a limited time only.