Apple snubs ‘cool, hip’ NYC for Apple Watch rollout
It turns out Apple isn’t sweet on the Big Apple.
The tech giant left a sour taste in New Yorkers’ mouths by snubbing the city in the long-awaited worldwide rollout of the Apple Watch.
Apple CEO Tim Cook’s creation hit the market Friday, debuting online and in only five upscale boutiques across the world.
But despite being home to the Garment District and hosting a biannual Fashion Week, New York was cut from the runway debut.
In fact, Apple dissed the whole East Coast, making LA’s Maxfield the only place in the United States to buy one of the high-tech timepieces.
“You can’t say I’m selling a luxury product and then say New York is not cool or hip enough to sell it. It is one of the fashion capitals of the world,” said Edward Faber, CEO of Aaron Faber Gallery New York.
“If Apple is going to position this as a luxury item and try to attract attention from the traditional global brand, they’re making a big foot-in-the-mouth mistake,” he added.
And to make matters worse, Dover Street Market — which boasts two of the six locations selling Apple Watches — has a New York location in Midtown.
Its London hub is selling 570 watches, and its Tokyo spot will have 350 Friday.
The other swanky sellers include Colette in Paris and Corner in Berlin, which advertised the exclusive sale on their websites.
Fashion insiders say the sales approach is to make the watch seem scarce.
“If you want to create buzz on something, you make it hard to get,” said Craig Johnson, president of Customer Growth Partners. “It’s very limited because they’re trying to elevate the brand.”
Experts predict more than 2 million watches, which range from $349 to $10,000, will be sold in the first few months. It’s unclear how fast Apple will churn out the modern timepieces.
Early online orders are already backlogged into the summer, and even Apple employees won’t get theirs for at least another month.
“I work here, and I’m not going to get mine until May,” said an Apple employee who works the sales floor at the Fifth Avenue cube.
Johnson thinks that once production can meet demand, Apple will relaunch the watch with another event.
“That will be a second bite at the apple,” he punned.