August was a quiet month for watches & jewellery, with very few brands active via video – barring a few who made the cut and engaged audiences.
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Top 5 Luxury Watches & Jewellery Videos: August 2015
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Over the last decade, collaborations between luxury brands and contemporary artists have gone beyond mere artistic partnerships towards a new kind of luxury branding.
PARIS – Art and fashion have always developed side by side, for fashion, like art, often gives visual expression to the cultural zeitgeist. During the 1920s, Salvador Dalí created dresses for Coco Chanel and Elsa Schiapparelli. In the 1930s, Ferragamo’s shoes commissioned designs for advertisements from Futurist painter Lucio Venna, while Gianni Versace commissioned works from artists such as Alighiero Boetti and Roy Lichtenstein for the launch of his collections. Yves Saint Laurent’s vast art collection, recently auctioned at Christie’s in Paris, testified to his great love of art and revealed the influence of a variety of artists on his own designs.
In the 1980s, relationships between luxury brands and artists were advanced when Alain Dominique Perrin created the Fondation Cartier. In the Fondation Cartier pour l’Art Contemporain, a book marking the foundation’s 20th anniversary, Perrin says he makes “a connection between all the different sorts of arts, and luxury goods are a kind of art. Luxury goods are handicrafts of art, applied art.”
The Fondation Cartier pour l’Art Contemparain building in Paris
August was a quiet month for watches & jewellery, with very few brands active via video – barring a few who made the cut and engaged audiences.
August was a quiet month for watches & jewellery, with very few brands active via video – barring a few who made the cut and engaged audiences.
Very few brands were active in August, making it the perfect month for usually low-ranking brands such as De Grisogono to challenge top ones on the video stage.
The Teads Luxury Barometer highlights that De Grisogono in particular, a brand usually shy on video, emerged into its own this month, with its clip the true overall winner, achieving an interaction rate of 1.7%.
With only two videos published, De Grisogono also achieved the largest share of interactions (37%).
Graff Diamonds also increased its standing (+20), as a result of decreased activity levels by larger brands.
Tiffany & Co. and Hublot performed best on Instagram while Rolex or Breitling focused on YouTube and kept large share of interactions over the summer, respectively 13% and 29%.
In terms of content, Tiffany & Co., Swarowski and De Grisogono are inspired by dreams and summer while brands addressing men such as Zenith Watches or Breitling focused on performance and sports.
In the larger scale rankings long-term, after a very successful month of July, Audemars Piguet went back to the 11th position, while Tiffany & Co., Cartier, Bulgari, Rolex and Swarovski stayed steadily at the top of the ranking list since May 2015.
“ De Grisogono, a brand usually shy on video, emerged into its own this month ”
DE GRISOGONO
De Grisogono offered a sensual, glamourous and romantic video. Slow motion close-ups enhanced subtly the De Grisogono jewellery, gracefully worn by the creator’s daughter, Violetta Winkworth Gruosi, in her summer residence in Sardina. The video achieved the best interaction rate this month.
Title: It’s so good to be back
Views: 135,545
Interaction rate: 1.7%
Duration: 3’00’’
PANERAI
Panerai released one single video in August. It is a tribute to its top model Luminor Submersible 1950 and a reminder of its heritage. This watch was indeed the first professional underwater watch and was used by the Italian Navy. Today, the model inspires the brand’s new vintage collection.
Title: Panerai Submersible
Views: 945,830
Interaction rate: 0.0%
Duration: 0’51’’
TAG HEUER
Tag Heuer shares a long-standing passion with Patrick Dempsey: automotive sports. To celebrate their partnership, the brand invited the actor to its ateliers in Switzerland. Despite achieving over 150k views, the video failed to engage audiences as shown by its extremely low interaction rate.
Title: TAG Heuer | Patrick Dempsey in Switzerland
Views: 157,555
Interaction rate: 0.0%
Duration: 2’31’’
ROLEX
Rolex kept its 3rd rank on YouTube this month.
The brand’s best video closed the FEI European Championship 2015 taking place in Aachen, Germany. After nearly two weeks of top class equestrian competition, the brand announced the winners in the different categories. The video achieved an impressive interaction rate of 14.2%, proving audiences’ strong interest for the topic.
Title: FEI European Championships 2015 highlights presented by Rolex
Views: 12,538
Interaction rate: 14.2%
Duration : 2’18’’
TIFFANY & CO.
Tiffany & Co. remained the absolute leader on Instagram and can definitely trust its large fan community (2.6M).
The brand is used to publishing silent videos inspired by the dream, marine or star universes. This month was no exception and the top Instagram video highlighted the SeaGlass Carousel present at the Tiffany & Co. foundation, NYC.
Journalist & Co-Founder, The Ink Collective
Daniela Aroche is the former Editorial Director of Luxury Society, and co-founder of The Ink Collective – a full-service creative content & communications agency, specialising in the areas of fashion, luxury and lifestyle, with connections to an international network of writers, editors, photographers, translators and designers. Dually based in Paris and Sydney, Australia.
