Time is money and when it comes to Apple that money and revenue can be sizable, so speed to market and proximity to the pockets of its patrons is an essential element to retrieving its return on investment.



In a collaboration of near colossal proportions Apple has taken chronological control of all of Selfridges’ windows on London’s Oxford Street to present a breathtaking, time making, statement of market intent. Each window is an oversized study of floral fantasy with bright petals and stamens forming the horticultural backdrop to the precisely positioned I-watches, centre stage and synchronized with the “Watch” strapline on every window pane.

Nor is this some ideological journey but a physical path to the purpose built pop-up showcase located in the stores wonder room, with its perfect setting amongst traditional and desirable watch and jewelry brands. This is an exercise in awareness, the soft soap rather than the hard sell, where the floral theme is carried through into a flourish of natural space and relaxation. Large display tables carry their precious cargo, holding their admirers in awe whilst a veritable village of apple advocates wax lyrical about the new addition to the Apple armory,

Only time will literally tell whether the I-watch will be a commercial success, but this sumptuous showcasing can only help to spread the word of the timeless Apple ingenuity.

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