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10 Top Luxury Jewelry And Watch Ads July 31, 2015 (0 comments)
New York, NY—Top luxury jewelry and watch brands worked to create a modern connection to traditional craftsmanship in their marketing efforts for the first half of 2015. Luxury Daily identified its choices for 10 outstanding jewelry and watch marketing efforts in the first half of 2015. Mobile applications, high-touch interactions, and appealing to the masses were hallmarks of these efforts. Here is a capsule synopsis of the campaigns Luxury Daily identified (in alphabetical order):
Cartier/Refinery 29 “Dream Catchers.” Digital fashion site Refinery29 and Cartier profiled five women who followed their dreams in a variety of different careers. Wearing pieces from Cartier’s Amulette collection, the women discussed where their lives have led them and how they have believed in themselves throughout the entire process.
Chanel/Net-A-Porter jewelry ecommerce. A shop-in-shop on Net-A-Porter featured Chanel’s Coco Crush, a six-piece fine jewelry collection, launched online prior to being in-store. The strategy offered insight to the Chanel consumer’s willingness to buy online, said Luxury Daily.
Chopard #AreYouHappyDiamonds. Swiss jeweler Chopard showed how a “happy attitude can change the world” and used imagery designed appeal to a younger consumer who previously did not interact with the brand.
Dior’s good luck charms. Dior’s new fine jewelry collection is using a special talisman to connect its storied past and founder to a modern-day vision of the brand. A medallion created by Dior Joaillerie creative director Victoire de Castellane, represents a lucky metal star that Christian Dior himself found when the house was established in 1947 and that he always carried on his person.
Fabergé Easter at Harrods. U.K. retailer Harrods and jeweler Fabergé in March staged an interactive pop-up boutique celebrating Fabergé’s iconic eggs. Window displays and an interactive desk that encouraged consumers to select various patterns for a man-sized egg drew attention to the store’s offerings of the brand. Image at top of page: Luxury Daily.
Gucci smart watches. Italian fashion label Gucci collaborated with rapper Will.i.am to get in on the smart watch trend. Working with a celebrity to stand out and appeal to a wide range of consumers, Gucci and Will.i.am announced their new collaboration at Baselworld in March.
Jaeger-LeCoultre moonphase app. Swiss watchmaker Jaeger-LeCoultre’s “JLC Moonphase” app for Apple devices provides owners of Jaeger-LeCoultre watches with tutorials to correctly set the moonphase complications on their timepiece.
Swarovski loyalty app. Swarovski’s a new rewards mobile app synchronizes with the brand’s loyalty rewards programs, but provides more and easier ways to interact. The app introduces the concept of “Sparkling,” where the more consumers interact with the app, the more they “Sparkle” and the more rewards they accrue, says Luxury Daily.
Tag Heuer tennis broadcast. Swiss watchmaker Tag Heuer hosted a tennis match outside its store on the Champs-Élysées in Paris, pitting brand ambassadors Maria Sharapova and Nei Nishikori against each other for a lighthearted game. The match was part of Tag Heuer’s “Don’t Crack Under Pressure” campaign that highlights the achievements of professional individuals with stressful careers. Tag Heuer streamed the match live on Periscope for viewers to watch around the world.
Tiffany & Co.’s “Will You?” campaign. Tiffany’s spring 2015 advertising campaign features a same-sex couple for the first time in the brand’s history. One of seven photographs of different couples in various stages of their romantic relationships is a male couple about to exchange engagement rings. The campaign seeks to convey that every romantic relationship is unique and beautiful, just like every Tiffany engagement ring.
Tiffany's "Will You?" campaign. Image: Luxury Daily