In 2014, especially for expensive models of Apple Watch Edition in three countries, Apple has opened three brand boutiques, in which customers should review the devices and perform the fitting of “smart” hours. Outlets appeared in the Mall Department Store Isetan in Tokyo, Galeries Lafayette in Paris and Selfridges in London. As reported by MacRumors, two years later the company is closing down two shops in the capital of France and the UK, the fate of the store in Tokyo is not yet resolved.
It seemed only yesterday the head of Apple announced the Apple Watch Edition cost 1.55 million rubles. Then it was difficult to tell how successful will be the project – this never occurred to me to sell “smart” watches at the price of luxury Swiss timepieces.
History will put everything in its place. Two years later, the usual models of the Apple Watch became a bestseller in its category of devices. Thus all the power of technology and marketing saved Apple from a crushing defeat in the market of expensive watches. The company withdrew from the sale of the premium Apple Watch collection and now closes flagship boutiques selling chronometers.
Apple is no longer trying to play on the territory of the Breguet, Patek Philippe and Rolex. Despite all the ambitions of the company, the waiver of premium Apple Watch is, in a sense, a fiasco. Marketers Apple, perhaps for the first time in the history of the company, he has made a mistake.
An expensive watch and therefore expensive, that they change often. It is also a kind of chic, to wear a watch famous and extremely expensive models for decades. Rich buyers will not change the clock every couple of years, just to get a couple of new features. And it goes against the business model of Apple, which is based on how to regularly push consumers to new things.
Apple Watch Series 2 came out with a focus on fitness. And premium models presented, only model in a ceramic package cost 120 thousand rubles. the technology itself is not always critical. And not always win. This is an interesting and important lesson for major IT corporations.