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Of all the luxury watch maisons, IWC uses the power of the moving image and constructed immersive worlds associated with the brand. How might we translate this to an e-commerce site?
We tightly integrated IWC’s cinematic worlds into a conversion funnel, and delivered it in a seamless e-commerce experience.
The rich (and expensive) film content being created by IWC was languishing on YouTube with a couple of hundreds of views each. By integrating it with the buying journey, we helped IWC capitalise on one of their biggest investments: content.
The use of video and integrated storytelling during the purchase funnel defined the paradigm for how luxury watch brands would sell online, and was copied by the biggest competitor of all: Rolex.
We even relaunched IWC’s print magazine “The Journal” as a blog that inspired readers with stories from all around the IWC universe—with each photograph in the blog shoppable, years before Instagram added it as a feature.
The site has now been superseded by a Yoox Net-a-Porter templated solution.
