It was a world first. This Tuesday, September 30, Apple Watch exhibited for the first time in public. For this well-oiled marketing operation, Apple chose the Colette store, Parisian temple of fashion and trends. All in full Fashion Week. Besides, Anna Wintour (editor of the American edition of Vogue), Jony Ive (designer of the Apple products), fashion designer Karl Lagerfeld or Australian Mark Newsom (designer renowned freshly recruited by Apple) have a quick appearance in the store before opening at 11 am this morning.
To announce this, Colette and Apple have played the game buzz. A mysterious invitation sent out a tweet yesterday and Colette unveiling the surprise was enough to move several dozen people. Among them, Bertrand Besse, young entrepreneur of 31 was the first in the queue.
Play the map fashion rather than technology
“I arrived this morning at 8 am 45,” he says in MetroNews . He reached for that time in his schedule this morning. “I’m a fan of Apple products and I got the news late last night, this is the first time that the watch is exposed to the public”, he enthuses.
In the queue Waiting also include Maxim and Sonia, a couple of students in media 23 and 21 years. “We did not have class this morning, so we took the opportunity to come,” they explain. We wanted to see the real because we have some prejudices about its use “Maxim does not hesitate to show us his laptop, which is not a smartphone.” But we do have a few Apple devices at home, including an iPad. “They will certainly be disappointed that Apple Watch is exposed only under glass, without being able to handle it.
This is indicative of Apple’s strategy regarding its watch. Rather than relying on any technology, the brand also plays on fashion and style. Presented in full Paris Fashion Week is no coincidence. Deneve Paul, former leader of the St. Lawrence and Yves now used by Apple (he reports directly to Tim Cook), was also present this morning to ensure the smooth running of the event. Parisians have, in turn, until tonight 19 hours to admire the Apple Watch . Or wait its release in early next year Starting price:. 349 euros
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