While Apple, Inc.’s Apple Watch may have been written off as a flop, there is the odd sign of moderate success in some segments of the market, and today that glimmer of light comes from people who shop at Best Buy Co., Inc. stores.

Best Buy announced Tuesday that it was expanding sales of the Apple Watch to all its stores, after domestic comparable sales for the chain grew 3.8 percent in the second quarter, well ahead of Wall Street expectations according to Forbes.

Although not providing specific numbers, Best Buy Chief Executive Office Hubert Joly told analysts on a conference call that “demand for Apple Watch has been so strong in the stores and online.”

Joly added that the company plans to have the Apple Watch available in all their 1050 stores by the end of September, a far quicker roll out than to the initial 300 stores which started August 7 as was due to be completed in time for the Christmas holiday season.

Along with the expansion of Apple Watch sales, Best Buy also announced that it would be expanding its relationship with Apple beyond just the watch.

Included in the new relationship will be the extension of the in-store service including 740 stores having their Apple sales displays updated with new fixtures and a more expansive display area, as well as Best Buy now being allowed to sell AppleCare and AppleCare+ plans alongside Apple hardware, coupled with the ability to provide in-store support.

While most stores will only be providing limited in-store support, 50 Best Buy stores will be obtaining certification as an Apple authorized service provider, meaning that customers who purchase AppleCare will be able to have their Apple products repaired/ serviced at those Best Buy locations.

Plebeians commeth

Best Buy has never had the best reputation from those serious about their tech and the store today tends to attract a more plebeian, general consumer audience who likes the big box layout of Best Buy stores, and perhaps is too stupid to realize that $129 for a gold plated HDMI cable does not deliver a superior digital picture on their television sets.

As it turns out, some of these people like the Apple Watch.

It’s a positive sign for Apple that although the Apple Watch hasn’t found a willing audience among its most adherent fanboy worshippers, those who know no better and are dazzled by bright shiny things are willing to lap up the spin and the hype around the product.

We’ll keep an eye out for Best Buy’s Q3 results in November that should ultimately show whether the Apple Watch is going “so strong” as has been suggested.

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