Mikey Campbell
Apple is constructing a dedicated Apple Watch shop at the trendy Isetan department store in Shinjuku, Tokyo, a display that could become a permanent fixture when the device launches in April.
Spotted by Macotakara, work on an Apple Watch store at Isetan's Shinjuku flagship is underway, with recently erected black protective barriers bearing the device's logo and the words "Coming Soon."
At Isetan, the Apple Watch display area will be located in the accessories section on the first floor near the main entrance, next to Cartier and a jewelry stand selling goods from high-end brands Boucheron, Chaumet, Mauboussin and Tiffany's.
The publication believes Apple's Isetan display might be a semi-permanent fixture given its prominent presence as a dedicated brand outlet within the store's accessories section.
Unlike U.S. chains like Macy's, where browsing customers can pick up items from one area and pay almost anywhere, many department stores in Japan follow a continental style where floor space is segmented by brand, often with dedicated employees. Exceptions to this layout include smaller items like scarves, or expensive products like watches and jewelry, which are collected in showcases and sold alongside similar products.
An online floor plan lists the area as being under construction with no expected completion date, though it can be assumed Apple will open the area to customers before the device launches on April 24. Alternatively, the showroom may open in time for Apple's preorder and hands-on preview phase, which is slated to start on April 10.
Rumors have it that Apple will build similar installations into fashionable department stores around the world, including Paris' Galeries Lafayette. Last week, a report surfaced claiming Apple is looking to partner with Nordstrom, but the company has yet to officially comment on the matter.
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18 Comments
Got to buy that $17K watch somewhere. :)
I always said that they need a separate shop to sell the watch, and this is Apple's concession to that philosophy.
Future standalone Apple Watch luxury boutique opening in some high-end shopping mall in Hong Kong / Kuala Lumpur / Singapore / Dubai / Paris / New York, perhaps? ????
Seems like the new Apple will be taking a cue from all the Fashion Exec hires. Just as Fashion has Haute Couture vs Off The Rack or Marc Jacobs vs Marc by Marc, Burberry vs Burberry Brit, etc... You will soon have stores & boutiques (Madison Ave, Rodeo Drive) for the ultra wealthy Apple Elite and the good old regular Apple for the rest of us. It is a great idea. I cannot think of a better company to make higher end products out of reach to so many, that the ultimate goal is to somehow strive to acquire them. So much for the old Apple, "the democratization of high modern design for the masses". Pro tip, Buy the stock on dips!
It looks like Apple is unfolding a watch strategy that will be difficult for competitors to easily copy. The rush to beat Apple with having a smart watch on the market most definitely has not been a financially winning strategy for the Android Wear camp. There were no long-term plans made. Even now the Android Wear camp is taking potshots at Apple, but are not offering their customers a coherent message. With the Apple Watch stores opening, Apple is sending a crystal clear message it is a company with a coherent message for its customers. That message inspires trust. Confidence. I am looking forward to seeing Tim Cook and company to pull of something extraordinary with Apple Watch. I am also watching for next move from the "fast follower". Opening a new store that attempts to mimic Apple after closing stores due to lack luster sales probably will not inspire long-term trust and confidence. I could be wrong.