New in OS X: Get MacRumors Push Notifications on your Mac

Resubscribe Now Close

Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store

Apple is planning to open a dedicated pop-up shop for the Apple Watch at high-end department store Selfridges in London, according to sources. The shop will likely be located near the entrance of the iconic Wonder Room, a 19,000-square-foot shopping hall that houses a wide selection of luxury jewelry and watch brands alongside a concept store and mezzanine wine bar.

Wonder Room Selfridges
Wonder Room at Selfridges in London houses fine jewelry and watches

A section of Selfridges located near the Wonder Room was boarded up earlier this month to allow for construction of the expected Apple Watch pop-up shop, sources say. The store-within-a-store concept will display various Apple Watch models and provide customers with a personalized shopping experience, potentially including One to One service for those interested in learning more about the wrist-worn device.

Apple is recruiting retail employees from nearby Apple Stores in London to fill Specialist vacancies at an upcoming Central London location, which is likely to be this Selfridges boutique. The pop-up shop is expected to be readied in time for the Apple Watch launch in April and will likely join Galeries Lafayette as one of multiple standalone Apple Watch stores that Apple plans to open throughout Europe.

Selfridges has the second-largest retail space in the United Kingdom behind competing high-end department store Harrods. The store offers a myriad of designer jewelry and accessories, such as watches, bracelets, earrings, necklaces, pendants and rings. With the Apple Watch positioned at least partially as a fashion item, the department store offers an ideal setting for the wrist-worn device to be displayed.

Related Roundups: Apple Watch Series 2, watchOS 3
Buyer's Guide: Apple Watch (Buy Now)


Top Rated Comments

(View all)

21 months ago

This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal.


"I'm going to take a quiet relaxing stroll down Oxford street."
- said no Londoner, ever.
Rating: 18 Votes
21 months ago

But remember, you can only sell the watch to people who own an iPhone. It is an accessory to an iPhone. This is akin to iPhone case kiosks.


Prey sure a very high proportion of those who shop at Selfridges and similarly high end stores will be iPhone users.
Rating: 10 Votes
21 months ago

But remember, you can only sell the watch to people who own an iPhone.


Which happen to be hundreds of millions so my guess is Apple is fine with that.
Rating: 10 Votes
21 months ago


Article Link: Apple Watch Pop-Up Shop Also Planned for London's Selfridges Department Store (//www.macrumors.com/2015/03/01/apple-watch-selfridges-shop/)


Another logical and expected masterstroke by Apple that has Angela Ahrendts written all over it. Go girl.....
Rating: 10 Votes
21 months ago

This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.

It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.

But what if word gets out that the fancy department stores have a supply of Apple Watch models? It won't be all that quiet, with a line out the door, and people pitching tents days in advance.
Rating: 8 Votes
21 months ago

It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.


Not gonna happen. There's no way that Apple will destroy the consistency they have among their stores. Every store carries all the same products and offers the same services.
Rating: 8 Votes
21 months ago

But remember, you can only sell the watch to people who own an iPhone. It is an accessory to an iPhone. This is akin to iPhone case kiosks.


errr... yes.... and?
Rating: 8 Votes
21 months ago
This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.

It could be that mall Apple Stores will only sell the Sport version while flagship stores with two floors or segregated rooms like they have at Grand Central Station would sell the pricer models.
Rating: 7 Votes
21 months ago

This makes sense for Apple Watch. Who wants to shop in a busy and noisy store for a high priced luxury item? A quiet area of a store that already sells luxury items is ideal. Maybe some of the larger Apple Stores could have dedicated rooms or perhaps the upper floor for Apple Watch.


From experience, Selfridges is one of the busiest stores on Oxford Street and the area they've apparently chosen is within meters of the street. This certainly won't be a quiet location for discreet sales.
Rating: 7 Votes
21 months ago
Wow, the way apple approach this is very interesting, position this as a jewelry / fashion item rather then technological piece. Don't know how it will do with sales and adoption, but my gut feeling they are probably doing it right.
Rating: 6 Votes

[ Read All Comments ]