VR takes Fans Inside the World of Watches

VR takes Fans Inside the World of Watches

Postby koimaster » June 1st 2018, 9:09am

By Victoria Gomelsky
Nov. 13, 2016

Swiss watchmakers are nostalgic by nature. How else to explain their constant reference to a golden era of timekeeping, more than 200 years ago, when masters such as Abraham-Louis Breguet devised the world’s first complicated timepieces?

At the same time, however, a growing cohort of forward-thinking watchmakers is embracing the possibilities of virtual reality, or simply V.R. The immersive technology, designed to simulate a user’s presence in a real or imaginary environment using a special headset, is being hyped as the biggest thing to happen to the luxury industry since e-commerce.

“The key word for V.R. is experience,” said Tom Emrich, the Toronto-based co-producer of Augmented World Expo, a conference dedicated to augmented and virtual reality. “Luxury brands are taking it a step further: Instead of watching the experience, the end user is actually in the experience.”

While there is some disagreement as to what qualifies as virtual reality — some believe that 360-degree video, or videos that capture images in every direction simultaneously, should be distinguished from V.R. because it doesn’t provide the same level of immersion — watchmakers aren’t fazed by these distinctions. Here are the stories of four watch brands pioneering the use of these mediums in an effort to educate, entertain and, ultimately, lure customers.

https://www.nytimes.com/2016/11/15/fash ... ubuis.html

Virtual Reality Takes Fans Inside the World of Watches.pdf
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