Go inside the luxury department store in London where Apple will launch the gold Apple Watch

Joshua Barrie

Mar 31, 2015, 20:46 IST

Bit by bit, Apple has given a little away at each stage of the Apple Watch development. All that's left now is the retail store unveiling so that people can actually buy them. In the UK, only select Apple Stores and Oxford Street's famous Selfridges department store will stock the devices.

The Apple Watch starts at £299 for a small Apple Watch Sport, up to around £500-plus for a standard model, and the price rises to £13,500 for the most exclusive Edition.

The Apple section in Selfridges has a "Grand Opening" on April 10.

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Selfridges/Apple

Tech-lovers are probably more likely to go to an Apple Store to pick up a device. But those hunting down the luxury Edition model, whether in gold or "rose gold," will probably feel more at home at Selfridges.

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As you can see, the Apple Watch section remains hidden at the time of writing. It's all rather mysterious.

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All that changes is the sparkling lights: From blue, to pink, to green, to blue again.

"Coming soon" is all customers are told.

Apple Watch

When I went over to Selfridges to scope out what's coming, I first went to the dedicated Apple area, where the iPhones and MacBooks are. That's in the Technology section on the ground floor.

Apple Watch

But I was met with iMacs and iPads. Boring. The Apple Watch is in the "Wonder Room," where some of the more lavish and expensive jewelry and accessories are kept.

It's nestled between "Chanel" and "Dior."

Apple Watch

The Apple Watch board is huge; it takes up a large part of the left-hand corner. It's next to the Rolex room, which signifies where the department store places it in terms of its retail target market.

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Funnily enough, the Apple Watch is also right next to one of the entrance/exits. At the "Grand Opening" it may well be cordoned off. But if it isn't then this would definitely be the easiest way to get there.

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