Watch Companies Launch Digital Initiatives

Three long-established, high-end brands are kicking up their online presence.

Girard-Perregaux’s “Mechanics of Style: A Journal for the Modern Gentleman.”

Three long-established, high-end watch companies are kicking up their online presence.

The 221-year-old timepiece company relaunched its online home at this month — and besides a modern, clean aesthetic, the site contains editorial content. New lifestyle online journal “Mechanics of Style: A Journal for the Modern Gentleman” is even open to external contributors, according to Michele Sofisti, chief executive officer of Sowind Group, parent of Girard-Perregaux. “We reworked our Web site and created a different area where people can connect with us and have an open exchange of information and ideas,” Sofisti said. “We wanted to create a space where our collectors can interact directly with us.”

This story first appeared in the April 30, 2012 issue of WWD.  Subscribe Today.


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Vacheron Constantin launched “The Hour Club” on its Web site — a discussion platform for fans to share opinions and information. Exclusively reserved for owners of the 257-year-old brand, the forum gives members access to special events and personalized services. There’s also “The American Heritage of Vacheron Constantin,” a portion of the site that invites collectors to share the personal stories behind their timepieces.

Focusing on Tourneau’s Certified Pre-Owned service, the retailer unveiled a digital “Every Watch Has a Story” campaign at the beginning of April. The multiplatform initiative — still taking place on Facebook, Twitter, Pinterest, Instagram and on its Web site at — educates consumers on how to become a certified, pre-owned watch owner and encourages watch owners to share “stories.” So far, the 112-year-old brand has tripled Facebook engagement with fans, accumulated more than 10,000 Pinterest followers and Facebook and Pinterest have become the top referrals to’s e-commerce business.

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