Richemont is quietly putting the building blocks in place to transform the way its watches are discovered, viewed and bought online.
Several years after acquiring luxury ecommerce giant YNAP and online pre-owned watch specialist Watchfinder, the group has invested in blockchain-based authentication and tracking of its supply chain and watch distribution.
In November, Richemont, Kering, Farfetch and Alibaba Group announced the creation of a steering group with the lofty ambition to redefine luxury retail for this century.
The latest initiative sees Richemont and Google working together to offer augmented reality presentation of Jaeger-LeCoultre’s Master Control Chronograph Calendar directly from mobile search results.
When searching for the new watch on Google via a mobile device, as WatchPro did for the picture at the top, a search result will show: “View in 3D”. The function then displays a hi-resolution 360 degree image of the watch.
Jaeger-LeCoultre says it is first luxury watch brand to beta-test this shopping feature.
Similar augmented reality and 3D features were introduced on the Jaeger-LeCoultre website in April this year.