According to Ariel: How Watch Shows And Events Offer Both Opportunities And Challenges
Watch events play a crucial role in the modern luxury watch industry, offering both opportunities and challenges for brands seeking to connect with consumers. These in-person gatherings facilitate firsthand experiences with products, which are essential for motivated purchasing in a market where online interactions alone often fall short. While the resurgence of watch events has been surprising, the high costs and inefficiencies associated with them raise questions about their sustainability. Brands are increasingly shifting toward direct-to-consumer sales models, cutting out traditional retailers, and relying on these events to reach their audiences directly. However, the burden of attending numerous events can strain brand owners and managers, detracting from their core responsibilities in design and production. Despite the human costs involved, many brands see these events as vital opportunities for relationship-building with consumers, which can lead to long-term sales. The presence of multiple brands at these gatherings enhances the purchasing experience, as consumers often feel more compelled to buy when surrounded by a variety of options. As long as the demand for in-person experiences remains, watch events will continue to hold significance in the industry, although the need for consolidation and refinement in event management is becoming increasingly clear.
