Not Beyonce? Good Luck Getting That iWatch Before Tomorrow

In What's New, Industry News by Lauren Parker

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Beyonce wearing her gold Apple watch at Coachella, as posted on her website

It’s T-minus one to the April 24th release of Apple’s hotly anticipated watch, and while the industry eagerly waits to see how this all plays out, celebs have already been stoking the envy fires with photos of themselves wearing their exclusive iWatches on social media.

It’s no secret that Apple has been targeting fashion aficionados with its iWatch (that 12-page advertising spread in Vogue last month couldn’t have come cheap), but the celebrity angle has taken things to a new level for a brand that used to angle after techies. Beyonce, of course, has a relationship with Apple, having done special releases on iTunes in the past. Others, like Karl Lagerfeld who was spotted wearing an exclusive style, is just fashion royalty. These strap styles may or may not ever be available to the public.

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Part of Apple’s 12-page advertising spread in Vogue.

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Katy Perry flaunts her Mickey Mouse Apple Watch on her Instagram.

It’s all part of a master, expensive, plan, evident when Apple hired away Burberry’s Angela Ahrendts to head up its retail operations. According to regulatory filings, Ahrendts’ compensation package is valued at $73.4 million.

Some chic fashion stores, however, have gotten early action, like Colette in Paris, which announces on its websites that the watch will be available in-store April 24th.” Even Apple stores can’t say that. According to an article in the New York Times, Apple said it had informed many customers who had ordered the iWatch that backlogged shipments would arrive sooner than previously expected, though not before April 24. Some customers had reported that their watch orders were estimated to ship between May and June, with their delivery status changed from “Processing Items” to “Preparing for Shipment.”

The article noted that Adrian Joffe, the chief executive of Dover Street Market, said they’d have about 350 Apple Watches in its Ginza store and 570 in London, but he doesn’t expect them in-store for long. “Judging by the calls, I don’t think it will last long,” he told the Times. The gold Edition versions (starting at $10,000) are on back order.

Guess it really does pay to be Beyonce.

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