Window to watch: Tissot uses AR to attract time-strapped customers

London – Trying on 28 watches at once has become a reality – just wave your paper-clad wrist at the screen in the Selfridges window display on London’s Oxford Street and a whole new collection of timepieces will be at your fingertips.

Augmented Retail (AR) is set to shape the future consumer retail experience and some brands are already putting this latest technology to use.

Luxury watch brand Tissot has joined forces with AR marketing specialist Holition and Selfridges in a two-week, interactive touchscreen technology experiment.

The mirror-like display online tracks the movement of the paper watch being worn, and transforms the image into a display of the full range of watches available from Tissot Touch. The technology allows the subject to swap watches and play with a variety of functions including compasses, diver functionality and thermometers – with the correct time and date – in real time.

The AR application is just one of the more exciting interactive marketing technologies we recently explored in our Beyond Retail report