Launching the Overseas Collection with Vacheron Constantin

Vacheron Constantin is the world’s oldest watch manufacturer in continuous operation since 1755 and founder of the spirit of technical and precious Haute Horlogerie. To mark the launch of its latest watch, the Overseas III, the brand was looking to extend the existing Vacheron Constantin client into a younger and more digitally savvy target. Therefore, the role of digital was paramount.

In advance of the watch’s unveiling at the Salon International de la Haute Horlogerie (SIHH) in 2016, Digital Luxury Group was tasked with the mission of:

> Challenging and enriching the brand’s existing strategies in major areas of communication: Social Media, Digital PR & Influencers, and Vacheron Constantin’s forum, The Hour Lounge.

> Tracking and optimizing the digital launch and supporting decision making by identifying and monitoring the key performance indicators (KPIs) in line with campaign objectives.

DLG. The Result:
According to Vacheron Constantin’s brand executives, the launch of the Overseas III was the most efficiently executed 360° new product launch during SIHH in memory. In addition to a smoother launch process the brand achieved:

> The launch of a beautiful, high-performance, minisite with double the engagement rate typically seen.

> A coordinated social media effort that resulted in significant growth in organic reach

> A strong impact with online media and influencers, leading to an increase in brand awareness and interest

DLG. Services used:

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Digital Strategy
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Online PR & Influencers
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Social Media
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Online Advertising
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