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Originally opened in 2015 as a high-end location for users to browse various models of the Apple Watch, particularly the gold Apple Watch Edition, Mac4Ever is now reporting that Apple will close its location in Galeries Lafayette effective January 2017. A number of upscale department stores launched Apple Watch pop up shops when the original wearable device debuted in 2015, including Galeries Lafayette in Paris, Selfridges in London, and Isetan in Tokyo.

apple-watch-galeries-lafayette.jpg

Today's report cites a lack of sales at the Apple Watch-centric shop, along with an apparent reduction of employees over the past few months that had been in preparation for its January closure. The remaining employees will be given jobs at Apple retail stores around Paris once the pop up shop officially closes, including Apple's future location in Saint Germain, expected to open by the end of the year. The status and potential closing dates of the other luxury Apple Watch shops was not confirmed.

The shops were some of the select few locations that users could browse and purchase the high-end Apple Watch Edition, which in Series 0 began at $10,000 and went up to over $17,000. The "shop-in-shops" were noted as being located in easily visible areas in each department store, nestled next to other high quality brand locations, and ensured that "customers looking to make major purchases" only received "the best service possible." These locations only handled Apple Watch viewing and sales, however, with customers getting directed to other Apple retail stores for their support needs.

With Apple's shift to health and fitness over fashion and luxury in Apple Watch Series 2, it makes sense for Apple to eliminate its high-end pop up stores that were marketing mostly in the now-retired gold Apple Watch Edition models. With Series 2, Apple's new Edition device comes in white Ceramic and is noticeably cheaper, beginning at $1,250 for 38mm and rising to $1,300 for 42mm.

Article Link: Apple Watch Pop Up Shop in Galeries Lafayette Closing January 2017 Due to Poor Sales
 

cube

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May 10, 2004
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I think Apple was trying to marry tech and fashion, and it’s a unique proposition given that Apple seems to be the best company to do that. It doesn’t seem to be working too well, so perhaps tech + fashion isn’t really a thing.
Watchmaking is tech, craft, and fashion.
 
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twietee

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Jan 24, 2012
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I wonder why? Could it have something to do with the high entry price of the base model, and nothing but wank value for the FOUR DIGET version of the same product? hmmm

Doubt it. There are mostly wealthy tourists from MiddleEast and China there that don't care one bit about price tags. I guess apple watch isn't as luxurious as it is made out to be. Also makes sense when they step down from that approach altogether.
 

Danilo - Italy

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Oct 22, 2014
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I think Apple was trying to marry tech and fashion, and it’s a unique proposition given that Apple seems to be the best company to do that. It doesn’t seem to be working too well, so perhaps tech + fashion isn’t really a thing.
It can works, but probably in the future. Today state of the art technology don't allow the mix (almost for watch).
 

Traverse

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Mar 11, 2013
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Pop-up shops... also known as Don't-Make-Eye-Contact Shops... not surprised. I feel it'd give off the impression that it isn't authentic.

I never thought of that, but I hate pop-up shops and I was randomly walking in a mall or shopping center and saw an Apple table selling watches to the side, I'd be highly skeptical.
 

twietee

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Jan 24, 2012
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I never thought of that, but I hate pop-up shops and I was randomly walking in a mall or shopping center and saw an Apple table selling watches to the side, I'd be highly skeptical.

Maybe in general but within Galeries Lafayette? I mean, I would never spend a sec there at the iwatches - nor within an Apple store - but I doubt that the customers over there are of the sceptical kind - nor that they should be concerned whether it'd be legit or not. I mean they have people qeueing in long rows with doormen in front of each single luxury brand/shop.
 
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barkomatic

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Aug 8, 2008
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It's still a mostly useless device whose function is redundant if you carry a smartphone. The fitness features are very much behind wearables that are specifically geared toward fitness--and they are cheaper.

Too bad Apple has been spending so much time on this useless thing while neglecting innovation and attention to their other products which actually sell.
 

jmgregory1

macrumors 68030
This isn't even news. Closing pop-up stores that sell an almost 2 year old "new" tech product - should have happened last January. It totally made sense to open stores like this back when there was significant buzz over the product, but they could / should have closed them up quickly, or transform them into something more, like offering iPhones, headphones, cases, other things that could keep consumer interest high.
 
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