Looking back at how the watchmaking industry responded to the first year of the pandemic really showed us just how versatile it actually is. We’re talking about an industry that is steeped in centuries’ worth of history and one that is often accused—not entirely without merit, mind you—of being slow to move away from tradition and embrace modern best-practices.
But the moment watch boutiques had to close, launch events had to be cancelled and watch fairs postponed, things changed. Major watch brands quickly became experts in online presentations, virtual boutiques began popping up, augmented reality applications allowed a measure of “try before you buy” and the social media presence of watchmakers grew exponentially. In a way, these changes brought the watchmakers and the watch wearers—and media like us, of course—closer…
