Luxury Watches Galore
Revolutionizing Elegance: The Unprecedented
Impact of AI on Luxury Retail Experiences
Written by Mariam Ba
I-The Visual Revolution in the Luxury Sector
Luxury goods have always exuded a timeless, classic vibe throughout society. However, the luxury sector needs to adapt to the Artificial intelligence advances.. Luxury brands need to adhere to in order to maintain customer satisfaction. AI is becoming the invisible artist who is changing the essence of luxury.The foundation of the luxury industry is meticulous devote to detail and craftsmanship. AI comes into this world to improve creativity and accuracy, . We can for exemple think of Jacquemus who often use AI in his marketing campaign , allowing to position the brand as a trendy and creative luxury house.
It is in this way essential for a Brand like Cartier to adapt and mix the emergence of Artificial Intelligence and the craftsmanship and timelessness of the brand .
II-How does AI identify and recreate Cartier?
Before establishing a branding strategy by incorporating AI, we wanted to focus on the brand perception by Artificial Intelligence. We asked the following:Can you generate an image of what you think a Cartier watch represent?
The logiciel responded :« Here is an artistic representation of what a Cartier watch embodies: timeless elegance, luxurious craftsmanship, and a sophisticated design. »
The AI generator understood what a Cartier watch represent by enhancing the traditional and craftsmanship aspect. We can however observe a lack of modernity wich is a side to consider if Cartier want to continue to thrive.
III. How AI Can Enhance Cartier’s Brand Identity and Marketing Strategies: Our Recommendations.
Cartier has already use AI in different marketing strategy as AI-Powered Visual Recognition for Product Identification , Augmented Reality for Virtual Try-On Experiences
For instance, their "Looking Glass" device allows clients to see how rings and watches would appear on their hands in real-time, providing a realistic and interactive shopping experience. This technology allow customers to virtually try on watches. The feature would enable users to see how a timepiece fits their wrist in real-time, bridging the gap between digital browsing and in-person shopping.
Cartier has also utilized AI in marketing initiatives through collaborations with platforms like Snapchat which have enable the creation of AR filters. They could continue this expansion into the digital world through different new strategies.
Innovating Movement Design for Precision and Legacy
AI can transform Cartier watchmaking by improving the design and performance of watches. Thanks to AI-driven simulations, the interaction of gears, springs and components can be refined to achieve exceptional precision. This strengthens Cartier's reputation for precision and innovation in luxury watchmaking. AI can also improve complex mechanisms such as perpetual calendars, making them more reliable and compact, thus highlighting Cartier's expertise in luxury watchmaking.
Elevating Digital Marketing Campaigns
As similar luxury houses , AI-powered tools can create personalized and immersive marketing campaigns that resonate with Cartier’s target audience. For instance:
Cartier could launch Creative Marketing Campaigns: like "Watches in the Street," where Cartier timepieces are showcased in unexpected public spaces, enhanced by augmented reality features blending tradition with technology.
Cartier Santos in Paris
Cartier could also use AI during special occasions like Christmas to implement a creative marketing strategy :
Cartier watches transformed into festive garlands, blending elegance and the Christmas spirit.
Enhancing E-Commerce with AI
AI can also redefine Cartier’s online shopping experience by improvingVirtual Try-On Technology
Integrating an artificial humanize voice could help to the online shopping experience which is a big challenge for luxury brands . The AI voices could advice personalized product recommendations and navigation, providing a seamless and interactive user experience.
This could allow Cartier to craft immersive In-Store Experiences and meet luxury retail memorable experiences. AI can transform Cartier boutiques into technological havens: Create AI-driven interactive installations that allow customers to explore the history, craftsmanship, and stories behind Cartier collections.
By blending advanced AI technologies with Cartier’s heritage of elegance, the brand can position itself as a forward-thinking leader in the watches luxury industry while staying true to its timeless identity
REFERENCES:
TIFFANY. “Why Surrealist Marketing Is Suddenly Everywhere.” The Business of Fashion, 28 June 2023, www.businessoffashion.com/articles/marketing-pr/why-surrealist-marketing-is-suddenly-everywhere/.
Bob's Watches. “How AI Is Revolutionizing the Luxury Watch Industry.” Bob’s Watches, 17 Oct. 2024, www.bobswatches.com/rolex-blog/editorial/how-ai-is-revolutionizing-luxury-watch-industry.html?srsltid=AfmBOoognjwEtUkt5wP2Tpb7NsIy1iJAtEH9pyfXFOwHJFaL7I1SrDsT. Accessed 17 Nov. 2024.
“Cartier’s Looking Glass Is Luxury’s Latest Frontier.” Rapaport, rapaport.com/magazine-article/cartiers-looking-glass-is-luxurys-latest-frontier/.
Gomelsky, Victoria. “Think A.I. Is Coming for the Watch World? It’s Already There.” The New York Times, 15 June 2023, www.nytimes.com/2023/06/15/fashion/watches-artificial-intelligence.html.
Sahota, Neil. “Weaving Elegance with Intelligence: How Luxury Brands Are Embracing AI.” Forbes, 15 Mar. 2024, www.forbes.com/sites/neilsahota/2024/03/15/weaving-elegance-with-intelligence-how-luxury-brands-are-embracing-ai/.
Soriano, Michelle. “The Role of AI in Luxury Retail.” Fluent Commerce, 22 Feb. 2024, fluentcommerce.com/resources/blog/revolutionizing-elegance-the-unprecedented-impact-of-ai-on-luxury-retail-experiences/.