In a digital world in which many, especially in the realm of luxury, are still technologically unsavvy, some of the most innovative solutions are not ones that use the most bleeding-edge technology. This is the case with the Hublot Digital Boutique. Rather, it is unique and innovative because of how it uses existing technology in new ways to create real change for the Hublot brand and business.

Hublot is a unique brand in many ways, combining innovation and craftsmanship in a product segment that has a long legacy of tradition and exclusivity. To meet this combination we were inspired to use a mix of technologies that are both mainstream as well as cutting edge. This together with a hacking mentality where we used channels and technologies in unexpected ways to create a unique experience that meets the target group’s needs and expectations, and ultimately made the solution work in the Hublot brand world from day one. Considering the value of selling just one €50.000 watch, the budget can be considered very moderate and a low-risk investment for the brand while the brand value of pushing the unique, personal high-end product presentation space is invaluable.

Our insight lies in the concept of luxury. The world of luxury is strongly rooted in the physical experience. It’s big leather armchairs and mahogany desks, and the one on one interaction with a sales assistant whose only focus is on you.

In an increasingly digital world, people are moving from brick and mortar stores to online retail, making it hard for luxury brands to keep up. For high-end watch purveyor Hublot, this is an all too uncomfortable reality.

We wanted to bridge that physical experience into a digital space that would be available to people wherever they were, while remaining technologically accessible to the many somewhat tech-unsavvy consumers of Hublot.

The result was the Hublot Digital Boutique; a digital service that opens the door to a new type of retail experience that brings the customers closer to the craft of Hublot watches than ever before in a digital space.

April 2017 - First Proof of Concept presentation to the client

June 2017 - Revised idea with technical feasibility and project scoping

September 2017 - First prototype demoed to client

September 2017 - Starting hardware design and assembly.

October 2017 - First alpha version installed and demoed at client HQ

March 2018 - First Beta version installed in NYC flagship store.

June 2018 - Service officially launched and presented globally to press and VIP.

The Hublot Digital Boutique is an advanced customer service product that allows customers to have one-on-one shopping experience online. Both soft- and hardware is custom-built for a high-end demonstration of the watch’s features and details. The customer dials in using Skype or Facetime to speak face-to-face with an Hublot expert. The expert then uses a wide range of tools to create a personalized product presentation, complete with high resolution stills and upclose live video. By switching seamlessly between real watches and interactive 3D models, the customer gets a close look at the tiniest details.

What makes it special isn’t the use of bleeding-edge technology. Instead it leans on a combination of established channels and technology, making it accessible enough for even the most tech-unsavvy of customers. That way, it doesn’t matter where you are in the world, or how tech literate you are, you can still get the luxury feel of Hublot.

The product and service is at a revised beta stage and is constantly used as a sales presentation tool for the North American market. The project has reached a new iteration stage and is currently being improved to be scaled up for a global launch.

The luxury fashion industry has long struggled with how to present their products online. There’s little, if anything, that can motivate the gap of a €100 and €80.000 watch in an online product presentation. Only the direct contact with a trained sales expert who knows the product can meet the expectations from a demanding client. This is what most luxury brands have missed in their digital strategy and that Hublot has been perceptive enough to see and agile enough to develop.

The results have been way higher than expected and with product value like that of an Hublot watch, the project breaks even quickly after the first finished sale using the system. Hublot also finds that the system possibilities reaches further than being a presentation tool, it also works as a support and technical diagnosis tool where watch owners can easily reach support and talk to a well-informed expert.