Luxury Watchmaker Roger Dubuis Markets on WeChat But No Ecommerce

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Luxury watchmaker Roger Dubuis is luring Chinese consumers to their ideal watches through an interactive WeChat campaign, reports Luxury Daily.

However, there is no option to buy directly from the experience. This digital marketing initiative is boosting awareness and interaction with the brand, which can then lead to a purchase, but not directly from WeChat.

The “Daring Partner” campaign invites users to tap, swipe and shake their way tot the timepiece that is suitable for them. With more than 768 users on its  platform, WeChat offers luxury brands the opportunity to reach a wide range of consumers. Unlike Roger Dubuis, Christian Dior sold its iconic ‘Lady Dior’ handbags through WeChat.

The campaign is housed on an HTML 5 microsite within Roger Dubuis official account. After tapping a button on the landing page, consumers are brought to a screen that asks them to choose between two opposing images.

Luxury French fashion house Berluti also partnered up with WeChat to promote its footwear through a contest exclusive only through the chat app. Luxury brands that are looking to reach international audiences can run social campaigns within WeChat and share content directly in the platform.

A version of this appeared in Luxury Daily on August 12. Read the full version here.