Raymond Weil this week celebrated the ninth birthday of Facebook by re-routing all of its online website traffic to the brand’s Facebook page.
The brand re-directed visitors from its .com site to its Facebook page in acknowledgement of “the shift in consumer behaviour and consumption of social media”.
Visitors landing on the Raymond Weil Facebook page on February 4 viewed a message wishing Facebook a happy birthday, alongside a parallel history of the social media site and Raymond Weil since 2004.
The brand intended to connect individuals interested in or shopping for the brand or watches with a new way to engage with and explore Raymond Weil, with tabs on the page such as ‘Watch Finder’ and ‘Store Locator’.
Alain Duchêne, head of digital for Raymond Weil, said: “This campaign is meant to invite our whole community to join the conversation.
“Raymond Weil embraced social media at an early stage because we believe in proximity and different ways to connect. It is part of who we are as one of the last truly independent family-run watch brand in Switzerland.”
Duchêne added that social networks and Facebook in particular had changed the way people communicate and so it makes sense for luxury brand such as Raymond Weil to have dialogue with consumers in a straightforward, fun and closer manner.