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Selfridges to preview the Apple Watch

The Apple Watch will be available to preview at Selfridges in London from April 10 and will be on sale there and in a selection of other retailers including Dover Street Market and Colette in Paris from April 24.

The much-hyped watch is described as Apple’s most personal device yet, designed to be used as a communication device and health and fitness tracker, as well as tell the time.

It introduces new technologies such as the Digital Crown, which allows users to scroll, zoom and navigate without obstructing the display. The Taptic Engine gives a gentle tap on the wrist whenever a notification or message is received.

“Apple Watch begins a new chapter in the way we relate to technology and we think our customers are going to love it,” said Tim Cook, chief executive of Apple.

It is available in two sizes (38mm and 42mm) and in three collections: Apple Watch Sport, priced from $349 (£299); Apple Watch Sport, priced from $549 to $1,099 (£479 to £949); and Apple Watch Edition, which starts at $10,000 (£6,500). Each has an 18-hour battery life.

Apple has been courting the fashion press, taking a 12-page advertising feature in US Vogue’s March edition, but the fashion world has yet to be won over by wearable technology.


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