Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store

MacRumors · Feb 28, 2015

Apple is planning to open a dedicated pop-up shop for the Apple Watch at high-end department store Selfridges in London, according to sources. The shop will likely be located near the entrance of the iconic Wonder Room, a 19,000-square-foot shopping hall that houses a wide selection of luxury jewelry and watch brands alongside a concept store and mezzanine wine bar.

Wonder Room at Selfridges in London houses fine jewelry and watches

A section of Selfridges located near the Wonder Room was boarded up earlier this month to allow for construction of the expected Apple Watch pop-up shop, sources say. The store-within-a-store concept will display various Apple Watch models and provide customers with a personalized shopping experience, potentially including One to One service for those interested in learning more about the wrist-worn device.

Apple is recruiting retail employees from nearby Apple Stores in London to fill Specialist vacancies at an upcoming Central London location, which is likely to be this Selfridges boutique. The pop-up shop is expected to be readied in time for the Apple Watch launch in April and will likely join Galeries Lafayette as one of multiple standalone Apple Watch stores that Apple plans to open throughout Europe.

Selfridges has the second-largest retail space in the United Kingdom behind competing high-end department store Harrods. The store offers a myriad of designer jewelry and accessories, such as watches, bracelets, earrings, necklaces, pendants and rings. With the Apple Watch positioned at least partially as a fashion item, the department store offers an ideal setting for the wrist-worn device to be displayed.

Article Link: Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store

ipedro · Feb 28, 2015

This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.

It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.

dontwalkhand · Feb 28, 2015

But remember, you can only sell the watch to people who own an iPhone. It is an accessory to an iPhone. This is akin to iPhone case kiosks.

doelcm82 · Feb 28, 2015

ipedro said:
This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.

It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.

But what if word gets out that the fancy department stores have a supply of Apple Watch models? It won't be all that quiet, with a line out the door, and people pitching tents days in advance.

dec. · Feb 28, 2015

dontwalkhand said:
But remember, you can only sell the watch to people who own an iPhone. It is an accessory to an iPhone. This is akin to iPhone case kiosks.

errr... yes.... and?

ipedro · Feb 28, 2015

doelcm82 said:
But what if word gets out that the fancy department stores have a supply of Apple Watch models? It won't be all that quiet, with a line out the door, and people pitching tents days in advance.

I don't know. I don't expect there to be massive lineups to buy $5,000 watches

Going back slightly on my comment, it's clear that the Apple Watch (stainless steel) will be carried at the Apple Store and will be no different than shopping for a $2,000 MacBook Pro. The Sport will also be carried.

But if they're selling $5,000-10,000 Edition Apple Watches, I can't see that being something you shop for at an Apple Store in a mall. No doubt, Apple's flagships can build areas to host the elite experience required for such a luxury item but Apple needs to be in retail spaces that already sells luxury items.

AngerDanger · Feb 28, 2015

dec. said:
errr... yes.... and?

Well, ask yourself this: what are the odds of somebody owning one of these ubiquitous Apple smartphones? Five odds? Seven? Apple is pandering to a niche market.

rorschach · Feb 28, 2015

ipedro said:
It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.

Not gonna happen. There's no way that Apple will destroy the consistency they have among their stores. Every store carries all the same products and offers the same services.

SchneiderMan · Feb 28, 2015

This is getting serious. Don't recall any other Apple product getting this much retail attention. I'm getting excited actually. These will sell like iPods...quick and in great quantities.

Tech198 · Feb 28, 2015

Looks stylish

Grassgreen · Feb 28, 2015

Just hope that there will be any Selfridges left now that Lord Locksley is back in town..

dec. · Feb 28, 2015

AngerDanger said:
Well, ask yourself this: what are the odds of somebody owning one of these ubiquitous Apple smartphones? Five odds? Seven? Apple is pandering to a niche market.

It may be a niche market but I believe that they will sell more than "open markets" as the "Pebble" or "Android Wear Watches", which both have less limitations.

lewi · Feb 28, 2015

ipedro said:
This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.

From experience, Selfridges is one of the busiest stores on Oxford Street and the area they've apparently chosen is within meters of the street. This certainly won't be a quiet location for discreet sales.

ozaz · Mar 1, 2015

dontwalkhand said:
But remember, you can only sell the watch to people who own an iPhone. It is an accessory to an iPhone. This is akin to iPhone case kiosks.

Prey sure a very high proportion of those who shop at Selfridges and similarly high end stores will be iPhone users.

BvizioN · Mar 1, 2015

dontwalkhand said:
But remember, you can only sell the watch to people who own an iPhone.

Which happen to be hundreds of millions so my guess is Apple is fine with that.

macs4nw · Mar 1, 2015

MacRumors said:
Article Link: Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store

Another logical and expected masterstroke by Apple that has Angela Ahrendts written all over it. Go girl.....

dec. · Mar 1, 2015

macs4nw said:
Another logical and expected masterstroke by Apple that has Angela Ahrendts written all over it. Go girl.....

I really do find it pretty funny how Apple is tackling the entire Fashion scene while the other wearables are focusing on geeks only (for slow people - that doesn't mean that Apple is ignoring the geeks). They are digging into an entire new market. And as funny/sad as it is, those will be the people who will say that "Apple has invented the smart watch", just like previous people did say that "Apple invented the smart phone" or "Apple invented the Tabet". We all know better but the public perception is what counts and they seem to be doing the same with the Apple Watch again.

(and dear friends, as far as I know, Apple NEVER did claim to have invented any of the above)

Reason077 · Mar 1, 2015

ipedro said:
This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal.

Haha. I'm guessing you haven't actually been to Selfridges.

Also, the "hall of wonders" is no quiet corner - it's one of the busiest and most prominent parts of the store, located right by one of the main entrances off Oxford Street.

MacsRgr8 · Mar 1, 2015

 Apple watch is aimed to be more of a fashion-device than a tech-device, so I also assume stores like the Apple Premium Resellers won't sell it either.

Flagship Apple Stores and large department stores selling "luxuries" seem to be the happy few.

dec. · Mar 1, 2015

MacsRgr8 said:
 Apple watch is aimed to be more of a fashion-device than a tech-device, so I also assume stores like the Apple Premium Resellers won't sell it either.

Flagship Apple Stores and large department stores selling "luxuries" seem to be the happy few.

Which things have they done different in comparison to the previous iPhone/iPad/iPod-releases, especially considering tech magazines/sites etc?

Rogifan · Mar 1, 2015

macs4nw said:
Another logical and expected masterstroke by Apple that has Angela Ahrendts written all over it. Go girl.....

Yep. I really hope we see her on stage at the watch event in some capacity. In fact I wouldn't mind if Phil Schiller wasn't on stage at all. I don't think you can unveil this product similar to an iPhone or a Mac where you show slides with a bunch of specs.

TheDeviceUser · Mar 1, 2015

Something to note, since this is being built on London, doesn't thoa point to a relatively soon launch for Apple Watch in the UK? Prehaps the same time as in the USA?

AppleP59 · Mar 1, 2015

ipedro said:
This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal.

"I'm going to take a quiet relaxing stroll down Oxford street."
- said no Londoner, ever.

GlastoEls · Mar 1, 2015

TheDeviceUser said:
Something to note, since this is being built on London, doesn't thoa point to a relatively soon launch for Apple Watch in the UK? Prehaps the same time as in the USA?

Sure looks like that, also with Cook here last week.

I hope so as I've been putting a wife-approved £50 a month away since it was announced!

BillyBobBongo · Mar 1, 2015

Wonder if Apple products are going to see the usual Selfridges markup, so many things in that place can be bought way cheaper elsewhere.

Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store

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