Tmall Luxury Pavilion, a luxury e-commerce platform owned by Alibaba, has joined forces with Watches and Wonders, the esteemed watch fair organized by the Fondation de la Haute Horlogerie (FHH), to enhance the digital experience of the event. The collaboration seeks to elevate the virtual capabilities of Watches and Wonders, which is currently taking place in Shanghai from April 14 to 18, with a blend of physical and digital elements.

Within this partnership, Tmall Luxury Pavilion will showcase 11 luxury watch brands, including renowned names like Cartier, Chopard, Piaget, and Vacheron Constantin, along with brands from Net-a-Porter’s Tmall flagship store. The platform incorporates innovative features such as virtual try-on and product customization, enabling watch enthusiasts to virtually encounter and personalize the featured timepieces.

In addition to these offerings, the collaboration entails a live showcase hosted by popular Chinese livestreamer Austin Li. The three-hour event, held on April 15, presented a curated selection of products from the watch fair and garnered an impressive 7 million viewers on Weibo, a prominent social media platform in China.

This is not the first time Tmall Luxury Pavilion and Watches and Wonders have collaborated. In 2020, due to the impact of the Covid-19 pandemic, FHH organized two digital events in partnership with the luxury e-commerce platform. The success of these events prompted further collaboration this year, as Tmall Luxury Pavilion observed a remarkable 250% year-over-year growth in watch sales in 2020.

Tmall Luxury Pavilion has been flourishing in the luxury market, exhibiting outstanding sales growth. In the first quarter of 2021 alone, the platform reported a staggering 159% year-over-year increase in sales. Since its establishment in 2017, Tmall Luxury Pavilion has attracted over 200 luxury brands to its platform, including esteemed names like Balmain, Ferragamo, Prada, Chloe, Saint Laurent, Van Cleef & Arpels, and 17 brands from the LVMH group.

The alliance between Tmall Luxury Pavilion and Watches and Wonders underscores the escalating influence of digital platforms in the luxury watch industry. By providing innovative features like virtual try-on and livestream showcases, Tmall Luxury Pavilion offers a distinctive and immersive experience for watch enthusiasts, bridging the gap between physical and digital retail. With the triumph of this collaboration, it is expected that more luxury brands will embrace digital platforms to effectively connect with their customers in China and beyond.

Useful links:
Tmall Luxury Pavilion
Watches and Wonders