Apple first launched the Apple Watch back in 2015, and at the time it positioned the device as more of a fashion accessory than a smartwatch. The company opened up pop-up stores at three high-end department stores, one in London, Paris, and Tokyo, so that the fashion-forward could buy them. The London and Paris pop-up stores have already been closed and the last Apple Watch pop-up store in Tokyo will be closed next month.
These pop-up stores for the Apple Watch were located at Selfridges in London, Galeries Lafayette in Paris, and Isetan Shinjuku in Tokyo. Not only did these stores market the Apple Watch to high-end shoppers, they were some of the first third-party locations where the Apple Watch was available for purchase as well.
Apple closed both pop-up stores in London and Paris back in January of last year. These days the company has shifted focus from the fashionable side of things to focus on more fitness-focused customers.
The store at Isetan Shinjuku lasted another year probably because it was doing well. Japan is one of Apple’s biggest markets. Apple may have kept the store at Isetan open, but it actually opened a full-fledged retail store of its own right across the street.