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Dixons Carphone to slash price of Apple Watch by £50 from tomorrow

Paul Withers
December 16, 2015

Customers will now pay between £249 and £549 for wearable, just three months after retailer began selling it

Dixons Carphone is slashing the price of the Apple Watch by 50 per cent from tomorrow – just three months after it began selling it.

It means the 15 variants of the wearable listed on the Carphone Warehouse website, will now be available for between £249 and £549. As of the end of last month, the product was also available in 100 of the group’s 1,300 stores.

The retail group only began selling the Watch from September after Apple initially declined to supply it from launch on April 24, instead focusing on its own channels, Selfridges and boutique stores such as dover Street Market.

Dixons Carphone Group chief executive Sebastian James said on a conference call to discuss its H1 financial results that the Apple Watch was not selling poorly, with Carphone and not Apple making the decision to reduce the price.

“This is a great promotion and a fantastic gift,” he said. We’re not selling 250,000 per day but it’s a nice earner and product.

“We’re discounting it – Apple isn’t paying for that, we are. They don’t tell us what price to charge.”


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