These are the luxury watch and jewellery brands turning heads in the media space.
These are the luxury watch and jewellery brands turning heads in the media space.
For the period of June 2015, Tiffany & Co. consistently outperformed competitors on Instagram and ranked as one of the most coveted brands in Tead’s Luxury Barometer popularity mapping.
However, Cartier also featured in the popularity ranking attracting attention with variations of its Nouvelle Vague campaign. In June, the brand published 6 videos on Instagram, totaling 102K interactions, and counting for almost 1/3 of total interactions.
Overall, the top of the popularity rankings were steadily occupied by Tiffany & Co, Cartier, Bulgari, Rolex and Swarovski.
Jaeger-LeCoultre rose to place eight, earning nine places vs. May activity with the largest increase within the Watches & Jewellery category, while De Grisogno’s performance and activity slowed down, dropping seven places vs. May.
Barring Instagram though, it’s Cartier, Jaeger-LeCoultre and Piaget together which hold over 90% of total views for the month in video terms.
The “Other Brands” category brought together 0.3% of total interactions across 17 brands such as Chopard, Hublot, HYT and Rolex, each of them below 0.1%.
“ It’s Cartier, Jaeger-LeCoultre and Piaget together which hold over 90% of total views ”
CARTIER
Cartier lets Italian model Bianca Brandolini d’ Adda present its new jewellery collection in a whirlwind film set in Paris and accompanied by the French song “Le tourbillon de la vie”.
Title: Cartier – Paris Nouvelle Vague Collection
Duration : 0’19’’
Number of views : 3,416,273
Interaction rate: 0.0%
Number of Interactions: 1,375
JAEGER-LECOULTRE
Jaeger-LeCoultre draws a parallel between its watches and the strength and precision of successful personalities from the sports (Polo), science (DNA decoding) and arts worlds (theatre). Eduardo Novillo Astrada, Carmen Chaplin and Dr. Craig Venter can rely on Jaeger-LeCoultre – even in those moments when time seems to stand still.
Title: The Greatest Moments of our Time
Duration: 1’01’’
Views: 521,808
Interaction rate: 0.3%
Number of Interactions: 1,617
PIAGET
In a tribute to Arab women, Piaget published a short video portraying 3 successful women: Ascia Farraj (a fashion enthusiast who showed fashion pictures of herself as a modern Muslim woman), Alamira Noor Bani Hashem (a successful business woman in Abu Dhabi) and Ola Farahat (a well-known style consultant).
Title: A unique turning ring from Piaget to celebrate Arab women
Views: 869,549
Interaction rate: 0.0%
Duration : 0’31’’
IWC
To celebrate Fathers’ Day, IWC organised a photo shooting of all the fathers working for IWC with their kids. In this setting, every child delivered a love message to their father in front of the camera .
Title: Best of: IWC. ENGINEERED FOR THE BEST OF FATHERS.
Views: 206,179
Interaction rate: 0.1%
Duration: 3’55’’
SWAROVSKI
This popular Russian version video presents Swarovski’s Stardust jewellery collection with model Miranda Kerr.
Title: Летняя коллекция украшений SWAROVSKI и браслеты STARDUST
Views: 122,977
Interaction rate: 0.0%
Duration: 0’16’’
To explore more ways in which luxury brands are using Video in communications, we invite your to explore the related materials as follows:
- Top 5 Luxury Fashion Videos: June 2015
- The Latest Luxury Brand Videos: Omega, Rolex & Cartier
- Luxury Fashion Brands Using Cinema Directors in Video
