The boom in connected watches has not escaped the attention of luxury brands, who are banking on a strategy of reinforcing traditional know-how. Others, however, are daring to innovate and integrate connectivity.
The various luxury sectors are constantly evolving. Watchmaking is no exception, and brands are having to reset their counters in the face of new consumer expectations : the connected watch sector, which continues to seduce, is growing by around 20% year-on-year. So how do you maintain the prestige of yesteryear while adapting to new technologies ?
Rooted in heritage and tradition
Faced with the omnipresence of technology, luxury watch brands are focusing on highlighting their craftsmanship and heritage. So-called “mechanical” luxury watches are still presented as timeless collectors’ items: a return to the values of traditional craftsmanship, far removed from technological gadgets. The complexity of the mechanisms, the hand-crafted assembly and the exclusivity of certain models reinforce the idea that these watches are above all objets d’art, escaping the flashiness and short lifespan of connected objects.
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Featured photo : © Jaeger-LeCoultre
