Creating boutique strategies that express play, theatre, intellect, craft, luxury and sport
Watch is a different type of product for Apple. We wanted to launch in a way that reflected that, while also showcasing its versatility and highlighting the many ways it can integrate into everyday life. To do this, we developed a boutique strategy that allowed us to show up differently at a wide range of retailers. For example, our partnerships with Colette and Selfridges were theatrical and playful, while displays at Dover Street Market, Isetan and Hermes emphasized smart, artisanal luxury. This was an approach all about flexing the best of our partner boutiques’ character, while also building a cohesive watch brand experience.
Artisenal at Isetan
Theatrical at Selfridges
Luxury at Hermès
Playful at Colette
Intellectual at DSM London
