I hate to say this but... Duh.
Is Apple in Paris to attend the Parisian Surfing Classic or are they there to be part of fashion week?
In marketing terms Apple is making brilliant moves positioning its device to the broader fashion industry in an attempt to make wearing "a" watch cool again - since some us realize that's a very high mountain to climb.
Google, Samsung etc have pushed out watches geared toward the tech world as if wearing a watch is as cool as sporting a new smartphone. No. And a lack of sales so far is proving this true.
Trying to make a watch a "cool" gadget to "wear" will only come from changing people's fashion habits in wearables period.
Phones and watches are not the same animal. Apples competitors seemingly are learning this the hard way.
With Apple from the get go hiring high end talent from fashion to piece together a strategy of perceptual marketing of its watch Apple will now sell its watches in a much wider variety of retailers worldwide than any of its competition by a mile.. Really? Expect Apple to gain valuable new retail real estate in places like Macy's, Nordstrom, Bloomingdales, Neiman Marcus, Harrods, etc etc etc. Likely youll see special watches at Coach, Louis Vuitton....
Seems like many of you haven't pieced together Apples recent hires together with the watches style etc...
Brilliant strategy folks.