We reported last month that Apple was creating Apple Watch displays inside department stores in London and Paris, adding earlier this month that Tokyo was joining the party. All three stores-within-a-store are now official, with entries on Apple’s website. As we previously noted, the locations are Selfridges in LondonGaleries Lafayette in Paris and Isetan Shinjuku in Tokyo.

All three are opening on April 10th, the same day Apple Watchs are available for preview and pre-orders in Apple’s own retail stores, and are being given a high-profile presence in each department store … 

In Selfridges, the Apple Watch display is part of its Wonder Room, a room devoted to watches and jewellery and described by the store as “a unique destination that plays host to the world’s most desirable brands.” Apple’s watch will be rubbing shoulders with Cartier, Bvlgari, Tag Heuer, Gucci, Montblanc, Longines and more.


In Galeries Lafayette, the display is spanning the width of four full balconies on the second floor in the dramatic arched setting.

In Isetan, an entire room has been set aside for the Apple Watch, and it has been added to the mall directory, suggesting that it is likely to be a permanent fixture.

The Apple Watch will initially be available for sale in nine countries on April 24th: the United States, the United Kingdom, Australia, Canada, China, France, Germany, Hong Kong and Japan. Apple has already added promotional images in its retail stores, with customers able to make appointments to try on the watch from April 1oth.

In addition to the preview and try on shops opening in early April, the Apple Watch will be sold outside of Apple Stores in department store shops and boutiques Los Angeles and Berlin as well starting April 24th.

Fancy barricades from London and Paris (via Getty) can be seen promoting the Apple Watch below:


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Ben Lovejoy

Ben Lovejoy is a British technology writer and EU Editor for 9to5Mac. He’s known for his op-eds and diary pieces, exploring his experience of Apple products over time, for a more rounded review. He also writes fiction, with two technothriller novels, a couple of SF shorts and a rom-com!

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