As Baselworld 2016 draws to a close, Luxury Society Knowledge Partner and marketing agency Cocoon spotlights the latest trends sweeping the watch sector and the brands who are ahead of the curve.
4 Top Watch & Jewellery Trends Shaping The Luxury Landscape
Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
As Baselworld 2016 draws to a close, Luxury Society Knowledge Partner and marketing agency Cocoon spotlights the latest trends sweeping the watch sector and the brands who are ahead of the curve.
As Baselworld 2016 draws to a close, Luxury Society Knowledge Partner and marketing agency Cocoon spotlights the latest trends sweeping the watch sector and the brands who are ahead of the curve.
What do consumers want from a watch? This is the big question keeping the largest watch and jewellery brands on their toes. And with an increasing demand for watches that offer more than just telling the time, there’s definitely a debate to be had.
The threat from Apple and the fact that it was the most searched for watch in 2015 has forced brands to react. Traditional watchmakers have been investing millions behind new proprietary tech, with brands such as Bulgari, Tag Heuer and Montblanc all launching smartwatches over the past year. And with the recent partnership of Mastercard and WISeKey, the functionality of luxury smartwatches, including Bulgari and Hublot, are set to increase even further with the introduction of contactless payments.
“ What better way to immerse consumers with your brand than to collaborate with a luxurious hotel? ”
It’s clear that times are changing. So how can brands grab the attention of the ever elusive consumer? And which brands are leading the way with innovation? As the colossal Baselworld draws to a close, we taken a look at some of the latest brand moments from the world of watches and jewellery.
Immersive Experiences – Hublot
We’ve become more accustomed to the notion that consumer spending is shifting, often valuing experiences over product. Millennials are certainly leading the way, with 72% planning to increase their spending on experiences that provide a lasting impression.
So what better way to immerse consumers with your brand than to collaborate with a luxurious hotel? After all, high fashion and luxury hoteliers have always had a connection, from Versace’s high-end hotel collection to Fendi’s recently designed apartments in Rome.
Hublot is another brand doing just that, through its recent partnership with the Giardino five-star superior hotel in in Zürich. Guests can fully immerse themselves in the Hublot lifestyle in a suite designed by the watch manufacturer. Along with the expected time-pieces on display, there are subtler hints, such as black smoked mirror panels and touches of aluminium which echo the Hublot brand.
Personalisation & Customisation – Jaeger-LeCoultre
Jaeger-LeCoultre is bringing its offering back to what luxury stands for; personalisation and exclusivity.
The brand has refined its range, creating an exclusive collection that includes a limited edition of its Hybris Mechanical time-piece.
In addition to the simplified range, the brand has launched a personalisation concept featuring the luxury shoemaker Christian Louboutin. Consumers will be able to choose from 180 dial and strap options, which will be refreshed every year.
Behind the Brand – Tiffany & Co
Tiffany & Co. have opened its doors to camera crews to create its big screen debut with the release of “Crazy About Tiffany’s”- a documentary that explores the brand’s heritage and international success. Directed by Matthew Miele, the documentary reveals how Charles Lewis Tiffany developed the brand following its creation in 1837, followed by the pivotal moments in its history.
A trailer for the film features celebrities such as Katie Couric and Jessica Biel speaking about their relationship and fixation with the brand. The documentary allows consumers to learn more about the brand which will certainly appeal to the large number of Tiffany & Co loyalists.
Leveraging Social Media & The New Influencers – Gucci
Gucci recently announced Florence Welch as its new ambassador for watches and jewellery. The news came at a press conference in L.A., five days before the English superstar and the lead of Florence & the Machine attended the Grammy Awards ceremony adorned in Gucci. At the event, Ms Welch unveiled Gucci’s latest timepiece – the vibrant G-Timeless automatic, featuring decorative bees, a heart and stars.
An image of Ms. Welch wearing the Gucci gown on the red carpet caught the attention of fans on Twitter, resulting in thousands of new Instagram followers for the brand during the event alone.
Twitter is an effective way of leveraging ambassadors to reach a wider audience – with other luxury brands such as TAG Heuer doing a great job of tagging key ambassadors to successfully further their reach and connect with consumers.
For more exclusive Baselworld-related coverage, follow Luxury Society‘s exclusive ’Baselworld 2016 Inside/Out’ series via: #LSBaselworld
To further investigate the watches and jewellery sector on Luxury Society, we invite you to explore the related materials as follows:_
– Insight: What Do Millennials Want From Luxury Watches & Jewellery?
– Switzerland: Land Of Luxury Or Sinking Ship?
– Top 10 Watch & Jewellery Brands 2015: Instagram
Marketing Manager, Microsoft
Charlotte is Marketing Manager at Cocoon, which is a global marketing offering that facilitates connections between luxury brands and their consumers. Cocoon understands the unique relationships, networks and cultures in the luxury space – and how to navigate them. So as well as providing tailored, high-quality marketing activity, it is uniquely placed to forge potential partnerships between high-net-worth individuals and brands working within the sector.