Perves said “comforted” the brand and led it to introduce two limited editions last month.)
(In Vacheron’s case, its Overseas Everest prototype received a lot of positive comment when the mountaineer and photographer Cory Richards wore it in 2019, something that Mr. Yet it’s clear there is a correlation between the kinds of watches that generate engagement - likes, comments and shares - and those that catch fire in the marketplace. “While Instagram has changed the way we approach content creation and communication, it has no impact on our timepiece design codes, which are created with the same principles and values that have guided our maison for the past 266 years,” Laurent Perves, Vacheron Constantin’s chief commercial officer, wrote in an email. Bound by centuries of heritage, most watchmakers insist that what happens, or doesn’t happen, on the app has no bearing on the look and feel of their products. The degree to which the photo-sharing app shapes design, however, is a delicate subject. “This is the strength of social media.”Īs a platform for discovery, connection and, increasingly, commerce, Instagram has become the backbone of the luxury watch industry since its introduction in 2010.
“The Chronomat, which we launched last year in April, with the famous bullet steel bracelet - the design was confirmed by one of these advisory board meetings from people who commented on my Instagram,” he added.
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