Apple Watch marketing blitz begins with Vogue tie-up
Apple has fired the starting gun on the marketing for its Apple Watch, running ads throughout the latest issue of fashion bible Vogue.
The technology giant has taken over 12 pages in the magazine that will also include a video version in the digital iPad edition. Readers of the interactive edition can inspect a 360-degree model of the gold version of the watch, while those in print will feature life-size replicas of each of the three different versions; the leather standard model, the rubber Sport and the high-end gold edition.
Members of the editorial team gave readers a sneak peek at what the ads would look like earlier this week on Twitter (see below).
Turns out the Vogue magazine Apple Watch ad photos are Actual Size. pic.twitter.com/rCoEQDTiki
— Carlos Ribas (@cribasoft) February 25, 2015
It's getting closer! Are you impatient? “Big multi-page #AppleWatch spread in current #vogue magazine pic.twitter.com/H6uVln57aT” — Vance Crollard (@VFlies) February 25, 2015
The creative behind the ads continue Apple’s long-running product focus, showing various minimalist-style shots such as the product’s stainless steel casing. It differs from the approach Apple took for earlier PR around the device when it hired supermodel Candice Swanepoel is to wear it on the March cover of health magazine Self.
Apple’s decision to launch the Apple Watch campaign in Vogue reflects the type of audience it wants to reach in the early phase of its life cycle. Rather than follow the routes of wearable devices and solely focus on fitness or technology fans, the business is trying to position it as a luxury device more at alongside the likes of Prada and Gucci.
The watch is set to hit stores in April.