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WatchesAug 11, 2016
Apple takes its watch to fashion week
Apple is holding an open-to-the-public viewing of the Apple Watch Tuesday at Paris store Colette in what might turn out to be a preview of the type of retailer the tech giant will tap to carry its smartwatch.
Located on Rue Saint-Honoré, which is lined with a number of museums and high-end boutiques, Colette is considered one of the trendiest concept stores in Paris. The shop sells clothing, accessories including jewelry, books and music on three floors.
Apple will be previewing its smartwatch at the shop during normal store hours, 11 a.m. to 7 p.m. Paris time, in what Colette describes as a “one day only experience.” The preview takes place in the middle of Paris Fashion Week, which started last Wednesday, Sept. 24, and continues through this Wednesday.
While neither the retailer nor Apple would comment on reports that Colette will carry Apple Watch when it’s released early next year, Apple’s decision to preview the watch there indicates that it could be looking to stores that provide an experience, much like its own retail stores, to carry its watch.
Colette is known for its carefully edited selection of merchandise, and for being a trendsetter when it comes to both merchandise and its setup. The shop, for example, has a full restaurant and mineral water bar, called the Water Bar, and the unique shopping experience it provides has been copied by stores worldwide.
Apple debuted its long-awaited smartwatch, which it is simply calling Apple Watch, earlier this month. The timepiece can keep track of how many calories the wearer burns and allow them to answer text messages, among many other functions.
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Retail price for the Apple Watch begins at $349 and one collection, Apple Watch Edition, offers models in a custom-made alloy of 18-karat yellow and rose gold, leading some to speculate that Apple would tap retail jewelers to carry its timepieces. Apple, however, has remained tight-lipped about the distribution plans for its smartwatch.
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