Louis Vuitton introduced its Tambour Horizon smartwatch to the world today, but its newest digitaltimepiece carries a special significance for the biggest market for luxury watches: it’s the first watch on Google’s Android Wear system to work in China.
The luxury label released a campaign video for the watch today, featuring China’s Justin Beiber, Luhan, among other global stars.
The Tambour Horizon’s ability to operate seamlessly with China’s internet comes as the market is witnessing a rebound in demand for luxury timepieces following a rocky period for the industry caused in part by China’s luxury gifting crackdown. That demand is also apparent for smartwatches—about 70 percent of respondents in a recent survey by RBC Capital Markets said they were planning to buy a smartwatch in the next year.
Not only does the French fashion house’s parent company LVMH want a larger piece of the market share in China, it is setting itself up to compete with Apple. The tech company is still the leading global smartwatch brand, after first introducing its collection to the market in 2015. In China, Apple has already taken steps to capture designer-savvy affluent Chinese shoppers, teaming up with Hermès to create a more stylish, high-end option for consumers.
“Right now, when [the] Chinese travel, they have to travel with two watches: one for China and one for the rest of the world,” Louis Vuitton chairman and chief executive Michael Burke told Business of Fashion in an interview. “If a Chinese citizen buys the Horizon watch in Paris, when they land in Shanghai and they reboot the watch, it boots automatically on the Chinese operating system.”
路易威登(Louis Vuitton··|，以下简称“LV”)今日在全球发布了其最新款智能腕表“Tambour Horizon”··|，对巨大的奢侈品腕表市场来说··|，这款腕表还有一个重大意义：这是谷歌的安卓腕表系统首次进入中国市场··|--。
中国曾对奢侈品送礼成风的行为严加打击··|，导致奢侈品行业陷入低迷期··|，如今腕表市场似乎有所回暖··|，Tambour Horizon因此全方位进入了中国市场··|--。对奢侈品市场的需求回暖在腕表领域显露无遗··|--。据加拿大皇家资本银行(RBC Capital Markets)最近的一项调查显示··|，受访者中大约70%的人表达了明年将购买智能手表的意愿··|--。
LV董事长兼首席执行官迈克尔·伯克(Michael Burke)在访谈中告诉《时尚商业》(Business of Fashion)：“现在中国游客旅游的时候要带两块表：一块是中国时间··|，一块是世界时间··|--。但是在巴黎买了Horizon的话··|，回上海后重启一下手表··|，就能自动切换到中国时间··|--。”