"In Selfridges, the Apple Watch display is part of its Wonder Room, a room devoted to watches and jewelry and described by the store as 'a unique destination that plays host to the world’s most desirable brands.' Apple’s watch will be rubbing shoulders with Cartier, Bvlgari, TAG Heuer, Gucci, Montblanc, Longines and more."
Not sure about shoulders, but I hope Apple is right up in another of TAG Heuers' parts. Strap-on!
Also: http://originalapplewatch.com/