Posts Tagged ‘watches’
Horology And The Internet: When Will The Two Get Along?
The internet sometimes presents a strange paradox for luxury watch consumers and enthusiasts. On the one hand, it has become a daily, essential tool for millions of people the world over in little more than a decade, and yet on the other hand it is still considered with a degree of mistrust by many brands of horology.
The question is, why? And more importantly what will be the consequences of these drawn-out, toe-dipping exercises?
What’s Stopping Them?
Perhaps it is the speed? The internet is evolving at an incredibly rapid pace, at odds with an industry whose core business model is based upon time (and the slow passage of it). Maybe the internet is too vague, too broad? The watch-making industry is governed by laws of precision and the unpredictable nature of the internet is in direct contradiction with its well set standards, based upon personal relationships and confidentiality.
Whatever the reasons, the fact remains that the internet can (and will) easily survive and grow without the aide of the luxury watch industry, but is the converse true?
If Facebook’s most recent statistics are to be believed, there are over 500 million active users each month spending a combined 7 billion minutes interacting with their peers, catching up on all the latest news and trends, and most importantly learning about new products and concepts. Can any brand, luxury watch oriented or not, really afford not to be operating effectively in this space?
There is one thing for sure: no matter the brand positioning strategies companies have adopted, it’s hard (impossible even) these days to move forward without the internet. Ignoring it is a dangerous game, and just as bad is seeing it only as a simple tool without many real practical applications. However, the more innovative companies have embraced the issue and created special roles for Community Managers (see our interview with Jérôme Pineau, from Marvin Watches, here).
Marvin’s Community Manager Jérôme Pineau
And yet many of them still hesitate – taking a kind of wait-and-see attitude to see how things go. This is a dangerous bet on the future, as it implies that, one day, all the uses and habits of the web will finally be stable. There is nothing less sure, as the web is in a constant state of transformation.
In a bid to try and get some more insight from the industry players themselves, the Watch Lounge asked a number of mainstream horology brands one single question:
“In the process of the continuous growth of a brand and its image, can the Internet make the différence?”
As a first point, it’s quite significant to note that many brands decided to simply ignore our request. Although it would seem they are quite happy to talk to us about any number of other topics, internet strategies evidently is not one of them. This very first observation reveals a web which is still a quite unknown object, one in which brands identify doubts and fears more than opportunities.
Why these fears? Firstly, because brands can’t comprehend how a channel governed by complete opposite rules to their own can, in the end, help them achieve their goals. Major watchmaking houses try to build their reputation upon luxury: the luxury of taking his time, the luxury of final pieces, the luxury of booklets and stores, the luxury of customers. On the contrary, the web is based upon various other values, such as real-time, non mastered exchanges, large consumer audiences, and uncertain futures. How do you reconcile these two seemingly conflicting universes?
These are questions that Ludovic Ballouard simply sweeps away when considering the inestimable added-value the Internet brought to his business : “The internet really makes the difference! It allowed me to launch my brand and stay independent! I would never had the means to launch my business only with paper. If people like my watch, they freely talk about it and spread positive news about it all over the world“.
In fact, this phenomenon of third party endorsement is what each and every brand desperately seeks. But by fear of the opposite phenomenon, wide-spread denigration, many prefer to stay away from social media. The precautionary principle, some would say. But many times, despite this precaution, Internet users will in the end talk about the brand, even if they are not invited to. And this is where negative comments can pop up…
“Indeed, if web users disliked my watch and if negative comments had been posted, I could have considered a brand new strategy, from scratch, of my brand and it’s awareness ! Internet is all about criticism”, continues Ludovic.
Still, managing criticism when you’ve spent the two last centuries working with a top-down communication model can be quite a touchy exercise.
For Jérôme Pineau, Community Manager of Marvin Watches, “the Internet has had a significant impact on brand and image building in the luxury world, and horology is no exception.”
So why are brands are so reluctant then? Because for too long they’ve been focused on their own products, and sometimes, on their related environments (such as sport, culture, etc.). But for Jérôme, the rules have changed:
“Brand building can only be accomplished around the customers. The customer IS the brand and its image is their perception of it. And if the customers are online, then this is where it makes sense to reach out to them. This phenomenon is planetary in nature. It reaches across geographic and cultural boundaries.”
The Final Word
In the end, the last psychological barrier for a real web strategy is the fear of an omnipresent web, that will take the priority over the other channels of communication. A statement that Jérôme quickly refutes: “It makes sense to leverage channels like Facebook, Twitter, or YouTube without neglecting the classical ones as well. Because a balanced strategy is typically more effective as long as all efforts are integrated and aligned around a consistent message. The objective is to be no longer talking AT the customer, but WITH them”.
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Wow Watch Wednesday: The Haldimann H8 Sculptura
Like many of you we love complicated timepieces. The only problem is, sometimes they’re just too, well, complicated. The delicate feats of engineering ingenuity are overshadowed or worse still, concealed completely, by overzealous aesthetic touches which mask the inner beauty of the complex mechanism they overlay. However, one man is taking a stand.
And that man is Beat Haldimann.
Redefining Horological Art
Although it has been a couple of years now since he first presented his stunning creation, the Haldimann H8 Sculptura, is undoubtedly one of the most simplistically magnificent timepieces we have ever laid eyes upon. This timepiece completely redefines the concept of a watch as a piece of art, and ensures that the superbly crafted complication, a one-minute flying tourbillion in this case, remains the centre of attention at all times.
Literally.
There are no tricks, no concealed hands or laser engraved sapphire crystals, the dial is as completely pure and untouched as it appears in the photos. The central focus is unequivocally the stunning flying tourbillion complication, contrasting superbly against its sleek, black backdrop. Utterly mesmerizing the H8 Sculptura is not so much a tool for measuring the passage of time but rather a celebration of exquisite craftsmanship and an unwavering commitment to traditional techniques.
As with all independent watch-makers the H8 Sculptura is a deeply personal piece, offering the patient observer a brief insight into the philosophy of its creator. Through the expression of this piece Haldimann has elevated the timepiece from its traditional function of time-keeping and transformed it into a portable personal piece of horologic art – a sculpture in fact.
To fully appreciate the concept it may help to think of the timepiece as a special exhibit in a museum. The beautifully crafted case serves as the display cabinet, impeccably designed to allow observers the best view possible of its precious contents. The tourbillon can be gazed upon from any angle thanks to the low level of the bezel and the convex crystal, granting the undoubtedly speechless admirer uninterrupted viewing pleasure of Haldimann’s masterful craftmanship.
Available in a 39 or 42mm platinum case, the H8 Sculptura can be specially ordered and then collected in person from the very hands of its creator, Beat Haldimann at his atelier in Thun, Switzerland.
The Final Word
Truly the H8 Sculptura is in a league of its own. Come anywhere within its proximity and the eye is irresistibly drawn to the hypnotic rotation of the tourbillion, spinning in constant harmony, completing a full rotation every 60 seconds. Stare at it long enough and you’ll soon realize that observing the passage of time is naught else but a foolish pursuit. It’s almost as though Haldimann is saying to us, ‘let us observe beauty, whilst we still can…”
Want to learn more? Check out the official website: www.uhren-atelier.ch
Peter Speake-Marin Announces World Tour To Launch Highly Anticipated Marin 2
The name Speake-Marin resonates profoundly with a number of watch enthusiasts around the globe, and with good reason. He is without a doubt one of the most talented independent watchmakers of this century and, like his passionate colleagues, he is unreservedly committed to his craft.
Those who know Peter admire him for his unrelenting drive and will to succeed, not to mention his exemplary watch-making abilities. At the same time he is also well regarded for his affable nature and approachable demeanor, demonstrating on numerous occasions both his willingness and indeed desire to meet with past, present and future customers, as well as just watch enthusiasts in general (this author included).
And now, he might just be coming to a city near you.
The Marin 2 World Tour
If you have been following the Speake-Marin story you will know that over the past few years he has spent countless hours and invested significant sums of his own money into developing his own in-house calibre, the superb SM2, which made its maiden appearance this year in the highly-praised Marin 1, at Basel World 2010 (pictured above).
The sublime SM2 Calibre.
Now, after many more hours of hard work he is almost ready to unveil his next creation; the Marin 2. This new piece will feature a manual winding movement, a variation of the new in-house calibre SM2, which allows for a thinner case and – without the winding rotor blocking the view – grants the fascinated observer a full appreciation of the movement through the display back.
A Marin 2 prototype…bring on the finished product!
In Peter’s own words he has put his heart and soul into this watch and is eager to learn what you, his fans, think. The difference is that unlike so many others, he actually means it and to prove it, he will be undertaking a world tour in September this year to effectively launch the Marin 2 in person.
The tour will begin in Canada and encompass the USA, Hong Kong, Australia Singapore, Vietnam, Japan
and Malaysia. So if you leave in or around any of these areas this could be your chance to meet one of the world’s best independent watch-maker’s and listen first-hand as he explains the intricate details of his latest creation.
The master at work.
To stay up to date with all the details of Peter Speake-Marin’s up-coming world-tour and to follow his progress around the globe be sure to check out and ‘like’ his regularly updated and highly informative facebook page: http://www.facebook.com/SpeakeMarin.
The Final Word
This is a unique opportunity to meet one of the greats of the horological world and experience first hand the ineffable charisma and passion that is Peter Speake-Marin. Having had this great man explain the intricate details of his creations to me first-hand, I can guarantee that this an event that any true watch enthusiast will cherish for years to come.
So don’t miss out, join the Facebook fan page and keep up to date with all the details and who knows, in the not too distant future you could be shaking the very hand that has crafted and constructed some of the most exceptional timepieces of the last decade!
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