Haute horlogerie manufacture Vacheron Constantin is generating buzz in the watch and luxury aficionado world with a special website dedicated to the opening of its first Parisian stand-alone boutique. With the new space’s inauguration set for January 2013, the website showcases five well-known people from the City of Lights who wear Vacheron Constantin timepieces.
Among the Parisians featured is Hélène Avril, a well-known hotel publicist who sports a vintage diamond encrusted Patrimony watch that originally belonged to her grandmother. Meanwhile, chef Dominique Faye wears a Malte Dual Time that was a gift from his wife.
The microsite is named for what will be the boutique’s street address; 2 Rue de La Paix. A portrait of each of the five Parisians can be explored on the microsite, along with a special link to each person’s favorite spots in Paris. Luxury watch lovers will also get updates about the store opening, as well as Vacheron Constantin’s current lines of chronographs and products.
Jean-Yves di Martino, the brand director for France, told WWD that this advertising campaign is different from the traditional style embraced by Vacheron Constantin, which usually features the company’s 250-year watchmaking history, rather than its future.
“I think it’s an interesting approach, because it creates a closeness with the brand, which can appear slightly remote due to its history and its average price points, which are relatively high,” said di Martino.
For cutting-edge news about the new boutique and more, please visit the new microsite.
Source and photos courtesy Women’s Wear Daily.