Will Fashion Be Enough To Sell The Apple Watch?

Apple Inc. AAPL surprised many on the Street when it recently chose Vogue, a fashion magazine, as the place to start its ad campaign for the Apple Watch. Jun Group CEO, Mitchell Reichgut, was on Bloomberg Friday to discuss if "fashion" would be all it will take to sell the watch.

What Do You Make Out Of Their Recent Ad In Vogue?

"I think it's a clear indication that it's more about fashion than function," Reichgut replied. "I think there have been reports that the actual functionality has been scaled back even from the original spec and it looks like they are going to just make this the must-have accessory."

First Big Foray Since The iPad

"It is a bit of a different take, it is Terra Nova]for them," Reichgut said. "I think it's their first real big foray since the iPad and it got to be a hit for them and they are betting a lot on it. So, it's pretty interesting that they are taking this fashion look at it."

Fashion Alone Won't Sell

When asked if fashion will be enough to sell the number of watches that Apple is expecting to sell, Reichgut replied, "Initially I think it will be. I think that Apple has the kind of panache that will make people go out and a certain class of people, the first early adopters will go and buy it."

"I don't know if it's enough to carry it long-term. I thin, it will have to have some useful function to really make it a part of our day the way that so many other devices have become," Reichgut concluded.