Apple Watch Band Specialty Store “BELTIES” to Host POPUP Event at Shinjuku Marui Annex

POPUP Event Overview
BELTIES’ Private Brand “Bandee Joy”
Japan’s First Real Experience with “AULUMU”
Diverse Brand and Product Lineup
Try-On Experience for Personalized Selection
“Gadgeties” Products Also Available
Exclusive Visitor Offers
Expanding Apple Watch Market and Fashion Integration
Related Links

POPUP Event Overview

Dates: April 24th (Saturday) – May 2nd (Saturday), 2026
Location: Shinjuku Marui Annex
Content: Exhibition and sale of Apple Watch bands and related gadgets

BELTIES’ Private Brand “Bandee Joy”

“Bandee Joy” is a brand developed with the concept of “Apple Watch, your way.” It aims to offer products that enable users to enjoy their Apple Watch as an integral part of their fashion and lifestyle, moving beyond its traditional role as a functional accessory. The brand’s minimalist and sophisticated designs, primarily in black, have garnered significant support, especially among men in their 30s and 40s working in urban areas.

Japan’s First Real Experience with “AULUMU”

The POPUP will provide a rare opportunity to experience products from the innovative gadget brand “AULUMU” firsthand in Japan. AULUMU is known for its minimalist and functionally beautiful designs. A limited number of AULUMU products will also be available for purchase during the event.

Diverse Brand and Product Lineup

The event will also feature a wide array of other products, including:

Ultraman collaboration bands
Fully Japanese-made Himeji leather bands
High-grade case-integrated bands “Y24”
Brand products from Timberland, Daniel Wellington, and Vivienne Westwood
Curated selection of items from BELTIES

Try-On Experience for Personalized Selection

Unlike online shopping, this event offers the advantage of trying on bands to assess their size and texture. This allows visitors to find the perfect band that truly suits them.

“Gadgeties” Products Also Available

In addition to Apple Watch bands, popular items from “Gadgeties,” a sister site specializing in gadgets, will be showcased. Gadgeties curates items that offer both functionality and design, particularly those compatible with Apple products. Featured brands and items at the POPUP include:

Impact-resistant case brand “SUPCASE”
Popular shooting and streaming equipment brand “Ulanzi”
Innovative accessory “mouseRingmo”

Apple Watch users, among others, can experience gadgets designed to enhance daily life with convenience and style.

Exclusive Visitor Offers

Visitors to the POPUP event can enjoy several special benefits:

Grand lottery for purchasers
SNS posting benefits
POPUP exclusive prices
Limited-time early bird discounts

Expanding Apple Watch Market and Fashion Integration

In recent years, the Apple Watch has evolved from a mere smartwatch into a significant fashion item. BELTIES recognizes this trend and aims to create new market value by offering “the joy of choice” and “value as a style statement.”