The Apple Watch is Apple’s opportunity to really inject itself into the fashion industry on a meaningful level. Sure, iPhones and iPads are a staple of industry workers, but this new product is poised to merge tech and fashion in a brand new way. And it seems the tech giant is really trying to get in the good graces of the fashion set. Chanel had a preview breakfast of the product after yesterday’s unveiling at Colette Paris, where fashion folks of all stripes came to preview the new product.
But if you think anyone was able to actually touch anything, think again. The watches were kept in a glass display. Apple CEO Tim Cook was on hand for the Colette affair, along with Anna Wintour and Karl Lagerfeld. But according to reports, the rest of the crowd was less fashion and more tech. The Verge says that the majority of guests were white, not particularly fashionable men who waited online outside to get an in-person glimpse of the product.
As for the fashionistas, the watch left them feeling less than psyched. As one Colette shopper said, “I think they should stick with what they know and do well. Not fashion.” Still, Apple had at it again last night at a 250-guest dinner, hosted by Azzedine Alaïa. Anna Dello Russo, Mick Jagger, Rosie Huntington-Whiteley, Salma Hayek and other attendees of note poured over the Apple Watch displays while sipping champagne.
Though it may seem Apple is trying too hard, the watch does provide a moneymaking opportunity for designers. With the product’s interchangeable bands, it doesn’t take much to conclude that designers will likely start selling luxe versions of their own. Can you imagine a croco-embossed gold and black leather band from Alexander Wang or a French bulldog printed one from Marc by Marc Jacobs? People have already begun to dream up their own versions of the Apple Watch, so we wager it’s only a matter of time before we start seeing items like these roll out onto shelves.
In the meantime, the rest of the public must wait for the official Apple Watch launch, which is expected this year.