A look at The Latest Videos from luxury timepiece and fine jewellery brands, featuring content from Van Clef et Arpels, Rolex, Omega, IWC and Cartier
Are consumers keeping up with video content? Luxury timepiece and fine jewellery brands seem to think so. A peruse of branded YouTube channels, within the two closely linked sectors, uncovers an absolute multitude of regularly uploaded film content.
Brands are showcasing everything from celebrity interviews, manufacture visits and red carpet events, to exhibitions, component animations and – in the case of Omega – a behind the scenes look at the timekeeping technology used during the 2012 Olympic Games.
When you consider that the below sixteen videos have all been launched online in the last month – and that none of our selection reflect TV advertising spots – you begin to gauge the rate at which luxury brands are producing video content.
“ Have brands succumbed to the idea that because it can be filmed, it should be filmed, produced & uploaded onto the web? ”
But lately, watching brand content videos, one could be forgiven for asking ‘for what reason?’ Have brands succumbed to the idea that just because it can be filmed, it should be filmed, produced and uploaded onto the web?
We have mused before that video lends itself particularly well to the complicated nature of timepieces and fine jewellery, as a way to simplify technicality whilst maintaining a vision of luxury.
This is something luxury brands have traditionally achieved at store level, but as stores move further online, video is being used to bridge the gap between remote accessibility and personal service.
YouTube has been around for Internet eons now, so why the sudden interest in branded videos by all kinds of luxury players? What can video achieve that social, print and e-commerce cannot?
As always, such questions are intended to inspire dialogue over judgement, and we invite our readers and members to join the discussion below.
Actor/pilot John Travolta, adventurer Yves “The Jetman” Rossy and Hoff Production join forces to explore the world famous timepiece of aviators, the Chronomat.
A video interview with Clive Owen, the face of new fragrance Bulgari Man.
A film to celebrate and detail the Cartier ID Two concept watch.
Watchmaker, Dominique Loiseau’s visit to Japan to attend the “Girard-Perregaux Haute Horlogerie Collection”.
The third series in Harry Winston’s exploration of the tourbillon choreographs two rotating escapements.
Hublot ambassador and basketball champion Dwyane Wade visits the manufacture in Geneva.
A recap of the Tortour 2012, where competitors cycled non-stop for 1000 km across Switzerland.
Jaeger-LeCoultre hosted a Gala Dinner in Venice to unveil its new ladies collection: the Rendez-Vous.
A video by Watchonista, celebrating and exhibition of three outstanding masters of 18th-century clock making.
A film to offer a virtual journey the Longines universe and the history of the brand.
OMEGA Timing board member Peter Hürzeler describes the new timekeeping technology OMEGA introduced for the Athletics events in the London 2012 Olympic Games
Piaget hosted an exclusive dinner at Au Jardin, Botanic Gardens in Singapore on 2 August 2012.
Discover every cog in the sophisticated mechanism of the new Raymond Weil Nabucco Cuore Vivo watch and learn how to use it.
Roger Dubuis ambassador and actor Gerard Butler visits the manufacture in Geneva.
Swiss tennis champion Roger Federer, draws on the values he and Rolex share to inspire the next generation of tennis players.
Tag Heuer Link Lady ambassador and actress Cameron Diaz visits the manufacture.
The maison of high jewellery is offering an exceptional glimpse behind the scenes at its workshops via a unique feat of technology: the 360° virtual tour.
To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows: