Geneva – Luxury watchmaker Parmigiani Fleurier has launched a new augmented reality (AR) app to promote its latest collection.
The brand is embracing technology to enhance customers’ experience of its latest collection, Kalpa, heightening their sense of discovery while promoting its traditional craftsmanship. The app’s AR features are triggered by pointing a device’s camera at different images on Parmigiani’s supporting microsite, demonstrating the assembly method and blueprints of each Kalpa timepiece through a series of animations. Potential customers can delve into the inner workings of the watches, while video footage reveals how the watches are rigorously tested for durability.
Compared to other industries, the luxury personal goods market has been slow to embrace technologies such as AR and VR in the presentation of its products, but luxury brands are beginning to explore the opportunities they offer to achieve higher levels of engagement, personalisation and convenience for shoppers.