Apple wants its upcoming Apple Watch to be more than just a smartwatch. With high-end finishes such as strengthened 18K gold, the company is making a push into the luxury space. Rumours (which should be proven right or wrong later today) have suggested that the Apple Watch Edition could sell for upwards for US$5,000 and perhaps as high as US$20,000 as Apple looks to enter a space dominated by names such as Breitling, Hublot, Rolex and Tag Heuer. Part of that strategy includes offering even more premium materials in future Apple Watches.
Among the future materials that Apple could use for future generations of the Apple Watch is platinum. According to The Wall Street Journal, Apple has already looked into using “platinum watch casings” but they are not expected to be offered on the first generation watch.
The report also confirms that Apple is looking to redesign its stores to offer a space dedicated to the Apple Watch. Customers will be able to book appointments to try out and configure their new Apple Watches. Sales staff are also being trained to help them “understand what models best suit which customers.” Apple is reportedly also installing safes to store the watches.
Apple has also been transforming itself into a luxury brand. It has hired a number of people from this space. Among them are Paul Deneve, the former CEO of Yves Saint Laurent and Angela Ahrendts , the former chief of Burberry PLC. It is also courting the fashion industry with the Apple Watch popping up at fashion shows, in fashion magazines and even on the wrists of models.
Apple’s latest press event kicks off in mere hours. The Apple Watch is expected to shine in the spotlight as Apple finally reveals key details such as availability and pricing.
Source : The Wall Street Journal