Vogue China is the first fashion magazine to feature the Apple Watch on its cover. The new gem by Apple will make its debut in fashion in the November issue of the magazine.

The watch will be flaunted by Lui Wen. The model, photographed by David Sims, will be wearing the watch with a striped outfit by Céline.

The much-hyped Apple Watch isn’t even out yet, but it’s already causing a stir in the Chinese market.


The move is the latest in a series of activities that puts fashion at the focus of Apple’s communication strategy.

Angelica Cheung,Vogue China’s editor-in-chief, discussed her first impressions of the product: “I just thought that they combined technology, style and functionality and were very modern and, therefore, perfect accessories for the modern-day woman which is what the Vogue China woman is about.”

But why might Apple choose a Chinese fashion magazine for its editorial debut?

“Chinese people are actually very digitally minded and we embrace Screen Shot 2014-10-20 at 14.59.11new technology and digital products more easily than perhaps people elsewhere,” said Ms Cheung. “We are an ancient country but at the same time a very young country when it comes to fashion and new products. We love to embrace everything that is new, modern and positive,” she added. “All these convince us that the intersection of fashion and technology is a natural progression, not something alien.”

In July, Apple reported that Chinese iPhone sales had risen 48 percent, year over year, and today’s reveal of Vogue China’s next cover, featuring the Apple Watch (which must be paired with an iPhone to function), coincides with the start of pre-orders for the company’s new iPhone 6 and iPhone 6 Plus, which go on sale in China on Friday 17th October.

Apple has already tapped into China’s love of luxury products with the success of its gold iPhone 5S, which sold out immediately in mainland China and Hong Kong. And Apple Watch’s high-end range, dubbed Watch Edition, which includes a model in rose gold, may prove to be a particular success in the Chinese market.

The decision to work with a women’s fashion magazine no doubt reflects Apple’s understanding of the growing purchasing power of female luxury consumers in China. While women dominate spending across the personal luxury market globally, it is men who have long accounted for a majority of luxury spending in China. In recent years, however, luxury spending across the sexes has shifted significantly. While male consumers accounted for 90 percent of China’s luxury sales in 1995, women now drive about half of total luxury sales in the country, according to Bain & Company, a global consultancy.

To read more about the Apple Watch’s plans in China see The Business of Fashion article here.