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Zenith tries on augmented reality for first mobile app

April 6, 2011

Is this real life?

Luxury Swiss watchmaker Zenith is taking its digital marketing strategy to the next level by incorporating mobile augmented reality in its iPhone application showcasing the brand’s watch collections.

The Zenith Watches application lets users browse the selection of luxury watches and see how a Zenith timepiece would look on their wrist. The application incorporates images of the watches and the “share with friends” functionality using the iPhone’s built-in camera.

“The business goal for any brand should drive the decision for developing a mobile application appropriately,” said Errol Apostolopoulos, head of innovation strategy and marketing at Optaros, Boston. “Having said that, it is important for all luxury brands to have a mobile presence because affluent consumers overindex in their use and expect to interact with their brands easily.”

Optaros did not develop the application. Mr. Apostolopoulos agreed to comment as a third-party industry expert.

Kassius Mobile Division, Paris, developed the application. Both Zenith and Kassius Mobile Division did not respond by press deadline.

Zenith began making luxury watches in 1865 and was purchased by luxury giant LVMH Moët Hennessey Louis Vuitton in Novemeber 1999, becoming one of several brands in the conglomerate’s watch and jewelry division.

The Zenith Watches application can be downloaded for free in Apple’s App Store.

Hands on
The application opens with images of the watches found within the “Iconic Collection.”

Users can browse four different Zenith collections: The Academy Collection, The Classic Collection, The Iconic Collection and The Legend Collection.

Zenith’s Iconic Collection

When consumers select a particular timepiece, they are immediately advised to take a photo of their wrist with the Zenith watch as the accessory.

Users can hold their hands in front of the camera to view their chosen watch superimposed onto their wrist.

Augmented reality functionality

Once the photo is taken, consumers can share it with friends via email or Facebook.

Luxury brands are increasingly using augmented reality to launch their digital marketing strategies.

For example, luxury automaker BMW incorporated mobile augmented reality in its promotion of the new X3 model (see story).

Additionally, Louis Vuitton launched an augmented reality travel application meant to spur emotion (see story).

This is not the first watchmaker to let consumers try on its products without stepping foot into a store using augmented reality technology.

Luxury watchmaker Girard-Perreguax has incorporated mobile augmented reality in its iPhone-optimized application (see story).

Time is ticking
Although consumers cannot buy the watches directly within the application, the immersive experience within the unit can lead to sales.

The watchmaker does have a mobile-optimized site, and it would make sense for it to direct consumers to the destination within the application.

“Ultimately, all mobile applications should allow consumers the ability to make a purchase to close the loop on any consumer experience,” Mr. Apostolopoulos said.“The movement of consumers towards anywhere-anything-anytime shopping experiences is trending in extraordinary ways unseen in past computing cycles.

“Of course, it is very important to drive a compelling experience independent of the point-of-purchase, but the realistic goal for all brands is to create value in their apps by driving transactions successfully,” he said. “As such, the ability to buy is always a core consideration for driving incremental revenues and expanding customer market share.

“The bottom line is that if you don’t provide purchase capabilities, then your competitors will gladly take your customers away.”

Final Take
Was augmented reality a good fit for Zenith?

Elizabeth Zelesny is editorial assistant at Luxury Daily. Reach her at elizabeth@napean.com