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Three long-established, high-end watch companies are kicking up their online presence.
The 221-year-old timepiece company relaunched its online home at girard-perregaux.com 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.
Vacheron Constantin launched “The Hour Club” on its Web site vacheron-constantin.com — 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 tourneau.com — 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 Tourneau.com’s e-commerce business.