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Apple has revealed its final plans for its dedicated Apple Watch ‘store within a store’ in London. The outlet is due to open in Oxford Street’s Selfridges retail palace on April 10th.

In keeping with Apple’s plans to push its new smart watch as a fashion rather than tech accessory, the company will have space next to Selfridges’ Wonder Room, where other big name luxury brands can be found.

The store will only deal with Apple Watch trials and sales, with keen consumers able to book an appointment to get a walkthrough of the device or roll up and try the watch out.

Anyone after support for iPhone, iPad and Mac will be directed to the nearby Regent Street store.

You’ll be able to check out the watch between 9.30am and 9pm from Monday to Saturday and 11.30am and 6.15pm on Sundays.

The Apple Watch is being shown off in stores for two weeks before it goes on sale to the general public on April 24th. Prices start at £299 for the sport edition, rising to £13,000 for the rose gold