Since the early 2000s, virtual reality has become increasingly important, especially in large-scale marketing operations, such as those organized by luxury brands at trade shows. David Sadigh, founder of Digital Luxury Group, an agency specializing in digital marketing consulting for high-end brands, confirms that his customers are increasingly focusing on the use of virtual reality as a digital strategy.
Jaeger-LeCoultre, the famous Swiss watch brand, has adopted this trend since the International Haute Horlogerie Show SIHH in 2015, where it made available a telescope specifically designed for the event, offering the visitors an immersion in the Milky Way and the discovery of the new catalogue of the Swiss watchmaker. Again at the 2017 SIHH, Jaeger-LeCoultre offered its visitors a unique virtual experience, the “OnYourWrist” watch. This experience consisted in providing each visitor with an innovative bracelet allowing them to try on the Jaeger- LeCoultre watches virtually on a tablet screen.
Virtual reality has become a trend increasingly adopted by luxury brands, allowing them an effective digital marketing strategy. Thus, virtual reality could soon be considered a new marketing medium essential.