When the first Apple Watch was launched back in 2015, the marketing Apple did was immense. Everywhere you looked for a few months the Apple Watch was everywhere, on magazine covers and also in London, Selfridges had an exclusive area within the store for the Apple Watch alone. Located on the first left in the huge Wonder Room – which is a 19,000 square foot hall dedicated to jewellery and luxury watches.

This news comes at a complete surprise, with no rumours and no warnings to the decision. The mini store Selfridges made sense when Apple was offering the 18-karet gold versions, but with Apple Watch Series 2 the most expensive watch is now around £1,000 and is made of ceramic.

Sales were probably no where near to what Apple expected, hence the reason to close the store.