True Religion has been giving out Apple Watches to their employees in NY and LA to test this new project. They are hoping to give them out in 30 more stores. The Apple Watches will be used with iBeacons and alert the staff member wearing it that a True Religion loyalty member has entered the store.
The customers name and past purchases will be shown on the watch. Customers who opt in will also have their social media profiles integrated. The staff member can use this info to make the customer feel like a VIP by greeting them by name customizing their experiance. By using the Apple Watch, they freed the employee from staying near points of sale and having to carry around an iPad.
Read more on Apple Insider.