![]() ![]() ![]() A magazine advert can now include augmented reality (AR) links, which mean if you put your phone over a photo, an immersive video about the watch can begin to play. Time is a treasure, and while a watch can keep time, it shouldn’t control it.Ĭonversely, consumers have come to expect a curated, technology-driven discovery and buying experience. A growing swathe of people reject wearables that ‘ping’ us away from the present moment. In fact, classical watchmakers have an opportunity to capitalize on and appeal to an emerging market of watch collectors: a generation that grew up with technology and rejects its omnipresence. Even watches that integrate traditional craftsmanship with the functionality of digital technology will fail to capture the attention of true collectors. However, for watch collecting aficionados, a smart watch is the equivalent of a factory van to an exotic car collector – it entirely misses the. Why wear a watch that can only tell the time when a smartwatch can answer your calls, text your friends and track your fitness goals? Millions of consumers are investing in the convenience of having a mini-computer strapped to their wrist. Has technology has transformed what collectors want from a watch?Īpple watch, and others of the same ilk, may have revolutionized watchmaking. ![]() In so doing, Baselworld may be able to offer independent brands actionable insights from one of the most valuable microcosms of the watch industry. Leveraging AI and new innovations in communications technology, Baselworld can ensure its offline event generates a wealth of digital data. Issues of time, the impact of travel on the environment, and the cost of visiting are all eroding visitor numbers, but an event can still be a huge success if it embraces the online world opening up to virtual visitors from across the globe. More and more conferences are selling to an online audience as well as the offline visitors. Therefore, Baselworld must now reconcile its iconic existence connecting passionate collectors and watchmakers with novel forms of marketing and technology.įor instance, perhaps it could consider live streaming more of its sessions, or enabling exhibiting watch brands to host sponsored webinars for global audiences. Social media influencers, for instance, can target millions of people in a way that can be tracked and analyzed for impressions, engagement and efficiency. Unfortunately for Baselworld, it’s not the only industry player which can offer behind-the-scenes access to new watch innovations and releases. Exhibitions need to embrace the future and new technology if they are to remain relevant and attract the visitors that will make the cost of exhibiting worthwhile. This kind of insight can help reduce the risks when launching a new watch, enabling a brand to combine innovation with design aspects that consumers want.īaselworld has long been the most important event of the industry’s calendar, and while I enjoy the palpable, passionate energy of Baselworld, many independent watch brands are choosing to forego the show altogether in favour of investing in contemporary online marketing channels. For example people have a strong preference for Swiss automatic watches, like diving, pilot, and dress watches they prefer 42mm watches or small 38mm watches and have a neutral opinion about 40mm watches nato and rubber straps are the most popular and the most popular colours are blue and black. ![]() This revealed some very interesting insights that watch brands can capitalise on to ensure they’re creating watches that people really want. For instance, EMO recently studied new watch brands with a price point below $500. This insight can help ensure data-driven growth for industry players. Emotional Analytics (EMO), a Singapore-based start-up based, for instance, uses artificial intelligence to group data from billions of social content updates into topics of interest by mapping out the emotional engagement with each topic. The ability of artificial intelligence (AI) to drive intelligent marketing has begun to evolve the watch industry as we know it. Today Swiss watches are synonymous with luxury and prestige but how can the Swiss watchmaking industry both survive and thrive in today’s world? Indeed, the Swiss watch industry has dominated ever since the 1800s when farmers assembled handcrafted mechanical watches during harsh winter months. Technology, innovation, AI, affordability not necessarily terms associated with the luxury watch industry. By Matthew Cule, Founder of CuleM Watches ![]()
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