An Apple Watch pop-up shop inside one of Paris’s leading department stores is set to close in January 2017 because sales of the smartwatch have slumped.
The outlet inside Galeries Lafayette sold the high–end Apple Watch Edition, which has been quietly sidelined by Apple in the weeks since it launched the sports and fitness–focused Apple Watch Series 2.
Staff are being relocated to different Apple stores across the French capital. The move, however, shows that Apple’s initial strategy of positioning the Apple Watch as a fashion accessory has apparently backfired.
Ahead of the original watch’s launch last year, Apple staff appeared at various Paris fashion week events wearing the device. Apple is now hoping tie–ups with Nike will help push the watch to a younger audience.
Apple has never revealed exactly how many watches it has sold. Recent analyst reports suggested that despite the launch of the Apple Watch Series 2, sales would be lower in 2016 compared with 2015.
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