Ecomdigest Watches Newsletter - 08.29.2024

Has Luminox managed to make luxury affordable?

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Ecomdigest
August 29, 2024 • Estimated Reading Time: 6 minutes

Specialty Bites 🍪

Chanel has decided to spice things up by snagging a 25% stake in the quirky Swiss watchmaker MB&F. Known for its outlandish designs that look like they belong in a sci-fi movie, MB&F is now getting a financial boost from the French fashion giant. This move not only secures MB&F's future but also gives Chanel some serious street cred in the high horology world. Founder Maximilian Büsser, who’s keeping a 60% stake, assures us that the brand’s signature craziness isn’t going anywhere.

MB&F, which has seen its revenue triple in three years, produced 419 wristwatches in 2023, raking in 45.4 million Swiss francs. Chanel’s involvement promises stability amid a downturn in demand for luxury timepieces post-pandemic. Büsser and his R&D head Serge Kriknoff, who now owns 15%, will stay on board, ensuring the brand’s creative spirit remains intact. Chanel, already a big player in the Swiss watch scene, will now have first dibs on any future stake sales, warding off unwanted takeover bids.

For Chanel, this deal is part of a grand strategy to preserve and invest in specialist know-how. With previous investments in other Swiss brands and component suppliers, Chanel is clearly playing the long game. As MB&F gears up for its 20th anniversary in 2025, expect a series of special releases that will keep the brand’s fans on their toes. So, here’s to more wild, animal-shaped timepieces and a partnership that promises to be anything but boring.

LAGOS introduces the Smart Caviar collection, transforming Apple Watch bands into luxurious jewelry. Crafted from materials like stainless steel, ceramic, 18k gold, and sterling silver, these designer bracelets blend technology with elegance, allowing you to personalize your watch to match your style and elevate your everyday look.

Celebrities like Kylie Jenner and Serena Williams are popularizing the trend of stacking watches, wearing multiple timepieces as fashion statements rather than for functionality. This trend, rooted in historical figures like Fidel Castro, reflects a shift towards mixing luxury watches with casual attire, emphasizing personal style over traditional norms.

Omega celebrates its role as the official timekeeper of the 37th America's Cup in Barcelona with the release of the Seamaster Diver 300M Americas Cup 42 mm. This limited-edition timepiece, crafted in stainless steel, features a blue ceramic bezel with a regatta scale and a dial adorned with laser-engraved waves. The central seconds hand is uniquely designed with a counterweight shaped like the America's Cup trophy, matching the blue of the Barcelona logo. Presented in a commemorative blue box, this watch blends advanced dive technology with sailing-specific functionality, making it a must-have for enthusiasts and collectors.

Northern Italy is a treasure trove for vintage watch collectors, boasting brands like Vacheron Constantin, Rolex, and Patek Philippe. The region's post-WWII economic boom and cultural affinity for luxury have led to an abundance of collectible timepieces. Italy remains a must-visit for serious watch enthusiasts.

Performance Platters 🍽️

TikTok is revolutionizing peak season marketing, driving engagement and conversions through its unique blend of community, commerce, and entertainment. Brands should adopt a full-funnel approach, leveraging TikTok's advertising solutions to capture attention and influence purchasing decisions. This strategy promises significant business outcomes during the festive season.

B2B marketers in North America and Europe plan to boost social media and video content this year, driven by Gen Z's digital habits. Short-form social videos are seen as high ROI, with LinkedIn video uploads set to rise 45% YoY. This trend underscores the growing importance of video in B2B marketing.

Beauty brands like ColourPop, Smashbox, Curology, and Dr.Jart are leveraging new e-commerce platforms such as TikTok Shop and Amazon's Premium Beauty Store. These strategic expansions highlight the industry's shift towards digital and direct-to-consumer channels, emphasizing convenience, accessibility, and the importance of social commerce.

Ecomdigest is a Contentive publication in the DTC Ecommerce division