CEX’s Apple Watch strap problem

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While walking past CEX on Sunday I spotted an Apple Watch Link strap in the window on sale for £135. It was black so it was not for me, but I looked closer and spotted a real problem.

I went in and asked to look at the strap and advised them that it was not a real Apple strap.

The assistant said “Yes, we know. It’s not an Apple official one.”

I was taken aback by that and asked why they were selling it for £135 if that were the case?

He said “It’s still a link strap so…” and then drifted off, presumably to a world of Dungeons and Dragons in his mind.

“But I bought mine for £20 on Amazon and it’s the same one as that, only in black.”

He said that he would speak to his manager about it and I left.

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Search result for the Crawley CEX store

The strap is still listed for sale at the very high price, a price that I would consider to ‘suggest’ that it is a real Apple Watch Link Bracelet given that they do sell the official one for the same price.

And it seems that this is a problem that is not uncommon with these straps from CEX.

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CEX does not actually say in the shop window that it is an official Apple product, but the description online that they use, which shows one available in my local branch, goes as follows-

Crafted from the 316L stainless steel alloy, the Link Bracelet has more than 100 components. The machining process is so precise, it takes nearly nine hours to cut the links for a single strap. In part that’s because they aren’t simply a uniform size, but subtly increase in width as they approach the case. Once assembled, the links are brushed by hand to ensure that the texture follows the contours of the design. The custom butterfly closure folds neatly within the bracelet. And several links feature a simple release button, so you can add and remove links without any special tools.
Features:

Well designed, engineered and manufactured from stainless steel
Fits 140-205mm wrists
Full access to all ports and buttons
Incredible fit and comfort for everyday use
Space Black

That is the exact Apple wording.

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