Apple Takes Cues from Jewelry Stores to Sell Apple Watches
Apple Stores will be outfitted with jewelry safes and display cases in preparation for Apple Watch launch
White, open shelves, interactive tables, and endless products to play with: Apple has redefined—in fact, rebranded—the way physical retail locations sell tech. However, as Apple prepares to launch its Apple Watch in early 2015, the Cupertino company has taken inspiration from traditional jewelry stores to reconfigure its display strategy for wearables.
Apple’s primary concern is increased product security, given that certain Apple Watch models will include precious metals and stones. Apple Watch Edition, in particular, has a sapphire crystal lens and includes 18-karat gold, which Apple claims is twice as hard as standard gold (meaning it is more durable and less likely to scratch).