Alibaba, China’s largest e-commerce platform, partnered Geneva-based trade show Watches and Wonders, this year in an effort to reach Chinese consumers digitally.
Alibaba’s online marketplace Tmall created a 3D space on its app during the trade show to allow consumers to try on the latest models virtually.
Ten luxury watch brands including Cartier, Mont Blanc and Piaget launched over 40 timepieces on Tmall’s high-end shopping site Tmall Luxury Pavilion.
The collaboration came as Watches and Wonders took a hybrid approach, after the pandemic had forced it to turn digital.
“The excitement and the exclusivity of the event… is recreated on Tmall Luxury Pavilion thanks to an innovative 3D format, giving users in China the opportunity to live an immersive experience,” said Tmall Luxury Pavilion head Janet Wang.
