Tmall Luxury Pavilion, the luxury e-commerce platform owned by Alibaba, has announced a partnership with Watches and Wonders, the prestigious watch fair organized by the Fondation de la Haute Horlogerie (FHH). The collaboration aims to enhance the event’s digital capabilities and provide a seamless online experience for watch enthusiasts and customers.
Watches and Wonders is currently being held in Shanghai from April 14th to 18th, featuring both physical and digital formats. As part of the collaboration, Tmall Luxury Pavilion is offering 3D try-on and livestream support for the event. The platform will showcase the latest collections from 11 luxury watch brands, including Cartier, Chopard, Piaget, and Vacheron Constantin, as well as featured brands from Net-a-Porter’s Tmall flagship. Customers will have the unique opportunity to virtually try on timepieces and customize products using Tmall Luxury Pavilion’s virtual try-on and product customization capabilities.
In addition to these digital enhancements, Tmall Luxury Pavilion has enlisted the help of top Chinese livestreamer Austin Li to host a three-hour live showcase on April 15th. Li carefully curated a selection of products from the watch fair, attracting a staggering 7 million viewers on the popular social media platform Weibo.
This collaboration between Tmall Luxury Pavilion and Watches and Wonders builds upon the success of their previous partnership. In the face of the Covid-19 pandemic, the two entities organized two digital events last year, which proved to be highly successful. Encouraged by this achievement, they have decided to continue their partnership and further enhance the digital capabilities of the Watches and Wonders event.
The timing of this partnership is particularly opportune for the luxury watch industry. Despite the challenges posed by the pandemic, Tmall Luxury Pavilion reported an astounding 250% year-over-year growth in watch sales in 2020. In the first three months of 2021 alone, the e-commerce platform experienced a remarkable 159% year-over-year sales growth. Since its launch in 2017, Tmall Luxury Pavilion has expanded its range of luxury brands from 150 to over 200, including globally renowned labels such as Balmain, Ferragamo, Prada, Chloe, Saint Laurent, Van Cleef & Arpels, and 17 LVMH brands.
The collaboration between Tmall Luxury Pavilion and Watches and Wonders highlights the increasing importance of digital platforms and livestreaming in the luxury sector. As online sales continue to surge and traditional retail experiences face challenges, luxury brands are increasingly turning to e-commerce platforms to not only connect with customers but also drive sales. Tmall Luxury Pavilion’s partnership with Watches and Wonders showcases the platform’s dedication to providing innovative digital solutions and elevating the online luxury shopping experience.
As the luxury watch industry undergoes digital transformation, Tmall Luxury Pavilion remains at the forefront, capitalizing on its advanced technology and extensive brand portfolio to cater to the evolving needs of luxury consumers. With its impressive track record and ongoing growth, Tmall Luxury Pavilion is solidifying its position as the leading destination for luxury watch enthusiasts in China and beyond.
Useful Links:
1. Tmall Luxury Pavilion
2. Watches and Wonders
