Swiss watchmaker Vacheron Constantin is joining 12 other watchmakers in Hong Kong for the first Watches & Wonders - First Asia Haute Horlogerie Exhibition where brands will display their timepieces and craftsmanship.
Watches & Wonders Sept. 25-28 at the Hong Kong Convention and Exhibition Centre is an exclusive event that showcases the culture and heritage of watchmaking to the Asian market. Brands should look to niche-specific events to introduce products and brand history to developing markets.
“Asia is driving the luxury category and the Asian market has become the largest export market for Swiss watches in the world far out exceeding any other regions, so being in Hong Kong makes perfect sense, said Chris Ramey, president of Affluent Insights, Miami, FL.
“For smaller timepiece brands it’s imperative to attend these events, for larger brands it's about managing your options, he said.
“If you’re not in attendance, people wonder why not.”
Mr. Ramey is not affiliated with Vacheron Constantin or Watches & Wonders, but agreed to comment as an industry expert.
Vacheron Constantin and Watches & Wonders were unable to comment directly.
Veil of time
Vacheron Constantin announced via Facebook its plans to attend the inaugural Watches & Wonders watch fair in Hong Kong.
Vacheron Constantin's Facebook
The brand’s exhibit at the fair is titled “The Sound of Time”.
Timepiece and brand enthusiasts are encouraged to explore the exhibit to experience Vacheron Constantin’s heritage and timepieces.
The brand also announced that it will be unveiling a never-before-seen watch that displays its dedication to technology and aesthetic expertise in addition to the current collections.
Brand enthusiasts are encouraged to request an invitation to the “The Sound of Time."
Invitation request
By entering in their contact information, consumers will receive an invitation to the Vacheron Constantin exhibit for two guests and admission to the Watches & Wonders.
Each participating watchmaker will provide invitations to its own exhibit to ensure admission for brand enthusiasts.
The event will include 13 timepiece maisons, such as A. Lange & Söhne, Audemars Piguet, Baume & Mercier, Cartier, IWC watches, Jaeger-LeCoultre, Montblanc, Panerai, Piaget, Richard Mille, Roger Dubuis, Vacheron Constantin and Van Cleef & Arpels.
Programming included at the Watches & Wonders Watch Fair includes workshops on mechanical movement, talks focusing on watchmaking and a historical exhibit highlighting timepiece development over the centuries.
Hong Kong Convention and Exhibition Centre
Watches & Wonders was organized by the Exhibitor Committee for the Salon International de la Haute Horlogie as a response to the growth of Asian markets.
Hong Kong is a logical venue for a product-specific exposition due to the percentage of high-net worth residents and travelers who frequent the city.
The event may boost the exposure of Vacheron Constantin's two Hong Kong boutiques.
Uniting enthusiasts
Events are ideal for creating a bond among brand enthusiasts and prospective consumers.
For example,Swiss watchmaker Jaeger-LeCoultre is targeting timepiece enthusiasts and film lovers through its partnership with the Venice Film Festival where the brand will present its Jubilee timepiece collection and a filmmaker award.
The timepiece brand returns to the Venice Film Festival Aug. 28-Sept.7 for its ninth consecutive year as it celebrates its 180th anniversary. Brands that incorporate anniversaries with larger events can attract brand enthusiasts through programming and special products (see story).
Additionally, Toyota Corp.’s Lexus International created a luxury experience space Aug. 30 in Tokyo’s Aoyama district for brand loyalists to interact with the automaker and each other.
The “Intersect by Lexus” space lets Lexus owners relax and interact with the brand and similar lifestyle brands in myriad ways. Fostering a space that transcends a typical showroom allows consumers to engage with the brand in new ways (see story).
When participating at events brands should consider the attending audience.
“Luxury collectors are a substantial part of the luxury watch business and any opportunity to be in front of them should be taken advantage of,” Mr. Ramey said.
“New timepieces create interest, particularly among collectors, having limited edition objects is always a good strategy," he said.
Final Take
Jen King, editorial assistant on Luxury Daily. New York