“I like this one — because it is black, and I only wear black watches,” said Karl Lagerfeld, sitting between Apple’s Jonathan Ive and designer Marc Newson.
It was 10am — the exact time Karl should have been kicking off his show for Chanel.
There can be no greater endorsement of Apple’s latest project as an enticing fashion object — the multi-tasking digital watch – than the fact that the fashion world embraced the presentation of the Californian brand’s Apple Watch. It was on display publicly for 24 hours in the windows and showcases of Colette, the powerful Paris concept store.
“It’s about it being so personal and technology being part of our lives,” said Jony Ive, who has been working on the project for the last three years.
Marc Newson, who has been involved in the streamlined design of the watch, which works in phase with the iPhone, looked at the displays in Colette’s windows on the Rue Saint Honoré and said, “This is a new medium. I have a seven-year-old daughter and she doesn’t even know what a watch is.”
Paul Deneve — formerly CEO of the Yves Saint Laurent Group in Paris, and now Vice President of Special Projects for Apple – was another presence, proving how hi-tech is aligning itself with high fashion.
Not to mention Anna Wintour, the most powerful force in fashion. Her role was to view the watch, deliver Karl to Colette and get him to his show on time.
Sarah Andelman, the coolest retailer in town as founder of Colette, embraced the iPad on its arrival and is now waiting to see how many potential customers will put their names down for the Apple Watch, which will be delivered early next year.
“Colette is about l’air du temps — what’s in the air,” Sarah said. “This is going to be part of our fashion lives.”