Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Next Friday, April 24th, Applephiles everywhere will be lining up to purchase the company's latest techgasm: Apple Watch. As mentioned in our latest essential shopping guide, LA's Maxfield (8825 Melrose Avenue) was selected as the only stateside boutique outside of Apple stores to host an exclusive, custom-designed shop-in-shop for the launch. Business of Fashion adds that international speciality retailers with a similar setup will include Dover Street Market (London and Tokyo), Colette (Paris), The Corner (Berlin), and 10 Corso Como (Milan).
As you can see on Maxfield's site right now, owner Tommy Perse has already launched a teaser of the watch, noting next Friday's unveiling. Here's what the boutique had to say when we reached out: "We too eagerly anticipate the launch on April 24, at which time you will have the opportunity to view our entire Apple Watch collection which will include Sport, Watch and Edition models."
Apple Sport starts at $349, Apple Watch starts at $549, and Apple Edition starts at a whopping $10,000. Wonder if Maxfield's multi-millionaire superfan James Goldstein will be the first in line for the priciest style. Are you buying one?