Watches that must be polished only with diamond dust? That might sound like something out of a fairy tale, but in fact, Chanel has introduced a new line of chromatic J12 watches that can only be polished with diamond dust. But that is not the only new scoop on Chanel. More importantly, the luxury brand recently added a cool new hi-tech twist to shopping at its fine jewelry showroom. So, instead of the usual rings and bracelets sitting in the jewelry trays, buyers ended up picking up iPads.
The iPads were placed in the Chanel showroom to offer guests a sneak preview to the brand’s new-look fine jewelry and watch websites. The sites were launched last Thursday. Luxury brands have not taken to e-commerce as quickly as other businesses. But now that more and more high-end brands are jumping on to the digital bandwagon, several fine websites are being launched and revamped.
Chanel’s new sites for its fine jewelry and luxury watch collections are stunning, but also smart and easy to navigate. There is plenty of information. And if you happen to be looking for interesting luxury jewelry designs, you must visit the online glossary which describes all the materials used in crafting the jewelry. There is a similar feature in place for the watches.
The iPad idea was ideal for the buyer on a budget. You can actually filter items according to prices, so you need not waste precious time on unaffordable baubles. Now that I think about it, maybe they should launch a similar iPad experience to simplify shopping for Chanel makeup as well.