Donald E. McNamara 
The Covid-19 epidemic and the resulting pandemic have had a ripple effect in every corner of our lives, including our spending habits, with luxury sales for Spring 2020 at 70% less than last year. At the same time, the pandemic has pushed luxury watch brands to step up their e-commerce offer. The brands that come out on top after the lockdown will be the ones that deliver the smoothest online shopping experiences: Piaget Virtual Fair is a good example. In addition, a trend usually observed around the end of the year holidays is back in force: selflessness. Facebook’s research of Instagram interactions shows that the number of personal gift-related posts has increased even more than it did before Christmas 2019. This could be a sign of hope for the luxury market as shoppers seek to brighten up a difficult time.
The Covid-19 quarantine has also inspired the community to find new ways to connect and share their passion for watchmaking, with ideas such as Deployer “Shoot your watches! »Initiative. Panerai entertained their community with weekly discussions on the interactive #OwnYourTime platform. Brands like blogs were deploying ways to unite their communities, such as Theo and Harris‘vlogs documenting how they adjusted to quarantine. Amid one of the most unprecedented times in recent history, we take a look at which brands have managed to stay relevant on social media, using social listening tools to identify which ones have been mentioned the most.
Rolex
It is one of the most popular luxury watch brands on social media, featured in many of our previous Top 5 ranges, such as the most talked about brand during Lunar New Year and the watch brand. number one on TikTok. Rolex watches have a reputation for being markers of success – a 2018 marketing manual describes it as the most ambitious brand – so at a time when people are looking for an escape, chatting and dreaming about a Rolex is a popular option.
Cartier
Here is a brand that has used e-commerce and online experience to keep customers interested even during a pandemic, bringing their designs to them. With 80% of its stores closed in April, the brand created the Watchmaking meetings platform for presenting new versions. Leveraging online platforms has helped him stay relevant on social media. In one interviewCEO Cyrille Vigneron said more and more people are asking how to send products to loved ones for birthdays and other special occasions, showing how e-commerce can help connect people.
You sleep
Despite the postponement of production of new watches during the crisis, Tudor has remained relevant on social media. The brand maintains a strong presence on platforms like Instagram with almost daily posts. Regular posts on ambassadors including Lady Gaga and David Beckham also help keep tabs on the brand.
Patek Philippe
One of the few brands to continue to launch new watches this year, Patek Philippe’s surprise announcement of the reopening of production facilities earlier than most, in April, could have sparked discussions on social media. Like Rolex, Patek is a mainstay of our Top 5 whose efforts to maintain a presence on social media will have been a big factor in connecting with fans during the lockdown.
Audemars Piguet
Before closing its manufacturing plant, the brand showcased modernized versions of its iconic Offshore Chronograph which were coveted on numerous blogs. This timely release will have helped the brand to remain relevant at a time when minds were elsewhere.
