Luxury Brands: Luxury Watch Brands Embrace Digital Technology

When all around are embracing digital technology, why should luxury watch brands be left behind? Makers of luxury watches are slowly extending their reach via the internet, mobile applications and even window displays. Here is a quick look.

1. IWC

The luxury watch brand recently moved its website to HTML5 technology. The new website is integrated with social media sites. It is stunning and easy to navigate. The elegant new website is an attempt by the luxury watch brand to increase interactivity. Dominic Heir, the head of Consumer Marketing for the brand revealed that the brand is working on promoting “deeper customer interaction”.

That is possibly the reason why the brand decided to extend the reach of its high-quality WATCH magazine to iPad users. The reason, as Heir put it, is so that the brand’s “highly mobile” customers could experience the brand on the move.

2. Baume et Mercier

Late last year, Baume et Mercier found a unique way to connect with fans via Facebook. In November 2010, the watch brand announced that it was looking for two “Very Special Reporters” who would attend the exclusive, invite-only Salon de la Haute Horlogerie and play reporter for the brand. Participants sent in their podcasts to compete. Nominations were made and the FB community decided on the winners. The winners flew to Geneva for the event.

3. Rolex

Thanks to collector Guido Mondani Editore, the printed “100 Years of Rolex” is now available on your iPhone and iPod Touch. Editore adapted the content to build an app. Now you can browse through all Rolex watches, including the latest ones, check the detail sheets and find out the updated prices. All within a few clicks.

4. Audemars Piguet

Luxury watchmaker Audemars Piguet is also embracing iPad and iPhone users with a new app, which is basically an extension of the brand’s website. From admiring new models, to catching up on videos and news and reading the brand’s online magazine, there’s plenty on offer. A cool feature is the augmented reality technology that lets you wear the brand’s watches and share images with friends.

5. Girard-Perregaux

The Girard-Perregaux app for iPhones and iPads is pretty basic. It allows users to check out the luxury brand, flagship watches and helps locate retail outlets. Plus, you can virtually try on all watches, take photos of the wrist and make necessary fittings.

6. Hublot

Hublot’s iPhone app also lets you try on various models. An additional plus is that you get a 3D view of the luxury watch brand’s timepieces. Also, the app helps customers decide which Hublot watch suits them best. Once you are done with all the shopping, try your hand at the Horlogerie games, and then share these with friends.

7. TAG Heuer

TAG Heuer ensured that its 2011 concept chronograph was unveiled across a wide audience. The luxury brand live-streamed its Baselworld launch over several watch-specific and other websites including Facebook. The luxury brand invited fans, collectors and TAG Heuer owners to attend the webcast. No wonder the brand’s FB page gained 10,000 fans within a week.

8. Tissot Watches

The high-end watch brand went in for an interactive window display at Harrods, Brompton Road. The promotional display created in association with Holiton was available from 1-24 April. It was aimed at increasing interactivity with even the window shopper, who was encouraged to virtually try on luxury watches from Tissot’s Ladies and T Touch collection.

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