Apple Hooks Up With Hermès on Watch Bands, IMG on Fashion Week Footage

The tech company is going deep with the fashion world.
Avatar:
Eliza Brooke
Author:
Publish date:
Social count:
5129
The tech company is going deep with the fashion world.
An Hermès Apple Watch band. Screengrab: Apple

An Hermès Apple Watch band. Screengrab: Apple

Hermès already has the most sought-after handbag on the market. Can it transfer some of its pixie dust onto the Apple Watch

Possibly. On Wednesday, Apple announced during a live-streamed event that it's teamed up with the luxury fashion house to produce a range of leather watch bands — a double loop ($1,250), a single loop (starting at $1,100) and a wider cuff ($1,500) — with a custom digital face to match. (They'll hit select stores Apple stores, Hermès locations and department stores in October.) While the bands are beautiful, it's really the fact that Apple wrangled a partnership with Hermès that matters here. The tech company has been pushing the watch as a luxury product all along, and working with the best-known luxury brand out there is a ringing endorsement of that fact.

The Hermès Apple Watch bands. Photo: Apple

The Hermès Apple Watch bands. Photo: Apple

The announcement came hand in hand with a few other updates to the Apple Watch's appearance, including the introduction of gold and rose gold versions of the Sport watch and new Sport bands in a variety of pastel and muted tones.

The new Sport Apple Watches. Photo: Apple livestream

The new Sport Apple Watches. Photo: Apple livestream

And Apple has been expanding its play in the fashion industry in other equally significant ways. On Wednesday morning, the New York Times reported that WME/IMG has created a television network called "Made 2 Measure," which will stream behind-the-scenes and runway footage from Fashion Month starting on Thursday. Where will it live? On Apple TV, of course.

Update: As of October 5, the Apple Watch Hermès is available for purchase at a very select number of Hermès and Apple stores in the U.S., Canada, Europe and Asia, along with some retailers like Maxfield and Dover Street Market. Should you want to get your hands on one, here's the full list of locations where you can do so.