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April 10, 2015

Apple showcases Watch in Selfridges ahead of launch

Customers offered fitting session by appointment.

By Jimmy Nicholls

Apple will preview its Watch in London today as it conducts a global campaign to promote its launch.

In an event hosted at Selfridges department store on Oxford Street, as well as other Apple stores around the country, prospective customers will able to try out the smartwatch ahead of its release on April 24.

Angela Ahrendts, SVP of retail and online stores at Apple, said: "We are excited to welcome customers tomorrow and introduce them to Apple Watch, our most personal device yet.

"Based on the tremendous interest from people visiting our stores, as well as the number of customers who have gone to the AppleOnline Store to mark their favourite Apple Watch ahead of availability, we expect that strong customer demand will exceed our supply at launch."

Customers interested in the Watch will be offered a personal session with an Apple worker, who will fit the smartwatch for the customer and give them a tour of the device’s features.

Expected demand is such that the company is encouraging people to book an appointment online at, which is also the only place the Watch can be ordered.

"To provide the best experience and selection to as many customers as we can, we will be taking orders for Apple Watch exclusively online during the initial launch period," Ahrendts explained.

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Apple’s entry into the smartwatch market has caused huge hype in the industry, with many wondering whether the creator of the iPod and iPhone can replicate its success in the emerging field.

On launch the Watch will be available in three versions with prices ranging from £299 to £13,500 depending on the metals used and the strap material.

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