Audemars Piguet lights up social media following controversial launch of Code 11.59


A new ‘Lab’ exhibit has been created for this year’s SIHH with the aim of showcasing developments in technology, materials and digital sales tools.

Ironically, there is nothing much that could be described as futuristic, but it is worth seeing how things like augmented reality are developing.

The best presentation for watch executives is run by what look like school children demonstrating to the dinosaurs who visit SIHH how social media works.


It also provides real time insight into what stories at the show are creating the most buzz.

Mid-morning on day 1 and it was Audemars Piguet making the running as the brand with the greatest ‘share of voice’, most likely for the emotion stirred up by its Code 11.59 collection launch, which some commentators say is a departure too far for the brand with its clean, circular styling.

The share of voice is not simply a reflection of market share because Cartier is not even in the top 5, which is Audemars Piguet, IWC, Vacheron Constantin, Panerai and Jaeger-LeCoultre.

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