In selling Apple Watch, London joins elite list

New York--London Jewelers will begin selling the Apple Watch Edition in two of its stores Friday, making it the lone U.S. specialty jeweler on the curated list of boutiques carrying the smartwatch. 

The retailer will offer the 38 mm 18-karat rose gold Apple Watch Edition with the white sport band and the 42 mm 18-karat yellow gold model with the black sport band at its East Hampton and Americana Manhasset stores. The 38 mm retails for $10,000 while the 42 mm is $12,000.

The Edition is the most expensive of the three Apple Watch models, crafted in 18-karat gold with retail prices starting at $10,000.

Customers will be able to try on and purchase these watches at London Jewelers, as well as place orders for other Apple Watch models.

An Apple spokeswoman declined to give details on the origin of its partnership with London Jewelers or future distribution plans for the Apple Watch, including whether it will be sold by more specialty jewelers in the U.S.

London Jewelers is the first U.S. specialty jeweler/luxury watch retailer to sell the Apple Watch and one of only two in the world; Malmaison by The Hour Glass in Singapore also sells it.

The retailer joins Best Buy as well as a small, curated group of fashion and lifestyle boutiques worldwide in stocking the smartwatch, which hit stores in April.

In a statement sent to National Jeweler Wednesday, the family-owned and -operated retailer said, “Since 1926 and throughout four generations, London Jewelers has remained committed to excellent service and an unparalleled section of the finest jewelry and timepiece brands from around the globe … It has been our passion to provide our clientele with the most innovative and exciting collections, which is why we are thrilled to offer the Apple Watch Edition.”

Also carrying Apple Watch are 10 Corso Como in Milan, Boon the Shop in Seoul, South Korea, The Corner in Berlin, Colette in Paris, Dover Street Market in London and Tokyo, Malmaison in Singapore, and Maxfield in Los Angeles.