link.png Apple's first foray into luxury fashion with Apple Watch Edition← Back


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Today everyone waits with baited breath for Apple’s aptly named ‘Spring Forward’ media event, where Tim Cook is to reveal more about the much-anticipated Apple Watch (including price and date) ahead of its release in April.
There isn’t just one, but three types of Apple Watch to chose from. The basic model is to have a starting price of $349 but speculation is rife about how much the luxury model will cost: with the new Apple Watch Edition, Apple are targeting a higher end of the market and some predict that the Edition Watch could be priced as high as $10,000. Made of 18 carat gold and sapphire crystal, and with more premium packaging, the smartwatch essentially bridges the gap between high-fashion and technology; with this new product Apple is launching itself into the luxury market. 


This comes as no surprise, following the recent recruitment of three key figures from the luxury fashion industry. In 2013, Apple appointed Burberry’s former CEO Angela Ahrendts as Senior Vice President of retail and online stores as well as hiring Paul Beneve, previously CEO of Yves Saint Laurent. In July last year, Apple hired another executive from a luxury background by taking on Patrick Pruniaux who had before been at luxury watch label Tag Heuer. With this trio alone, Apple has the right people to strategically position itself at a higher-end of the market.
 
In addition to the upcoming launch of the Apple Watch, following an article for The New Yorker, rumours have been circulating that Apple might also be revamping its stores and going for a more exclusive feel.
We’ll have to wait until April, to see if Apple can successfully orchestrate the shift from selling high-tech gadgets to luxury timepieces.