The watch manufacturer ORIS from Hölstein, Switzerland has challenged Mackevision to help them reinvent the way luxury watch industry interacts with their customers. The occasion was the market launch of their ProPilot X Calibre 115 watch at BASELWORLD fair.
The customer asked us to help them create an immersive customer experience that will enable a highly emotional connection with the product and change the way stationary and traditional Point of Sale interacts with their target groups. The solution would also have to capture the attention of the audience at one of the biggest industry fairs in the world, sparking new interest and adding importance to trade fairs.
In line with the request Mackevision created fully immersive VR experience that was premiered at the Baselworld, and later rolled out in 200 retail shops, together with a 360° video, as well as various images, which were used for press and marketing purposes.
Our VR application takes the viewer inside the watch. We can move and explore the inside of an Oris watch and experience the inner workings of this intricate mechanism. The watch in the app is oversized and the viewer is accompanied by the ticking of the clock and automatically guided to different positions from which he can view the surroundings.
The focus of the app was on the aesthetics of light, space, time and perspective with an extra focus on detailed functions of the spring and gears.
To be able to visualize the product in high-end quality down to the last detail we have created a digital twin of the watch using our Single Source Production principle.
Single Source Production describes our highly complex data preparation process, which allows us to capture all the relevant information about the product models and use it to create Digital Twins that are faithful copies of the original. Once these twins have been produced in the highest visual quality, they can be used to assist and optimize almost every part of the company along the entire value chain.
Here we have used it to create the application and entire marketing content that accompanied the launch. Creation of a digital twin for this project enables our customers to easily develop further solutions and applications.
The app was first launched at the Oris booth at Basel world and it caused an unexpected rush at the booth. The new model Pro Pilot X Calibre 115 sold out after the fair. The later implementation of the app in 200 dealers around the world enabled a consistent store concept worldwide and addressed the younger target group. Digital twin of the watch was successfully used as a single source for fast content production delivering consistent content both online and offline.