In China, Omega invites itself to the luxury site of Alibaba<

By Judikael HirelModified on-Published on

In China, the major watch brand is now offering a Beijing 2022 limited edition of its Seamaster Aqua Terra on a virtual pop-up store…

Yes, luxury can be sold very well online, and not just in stores. Omega demonstrates this right now on the Chinese web. Indeed, the big name in Swiss watchmaking, a loyal partner of James Bond, NASA and the Olympic Games, is offering a Seamaster Aqua Terra Beijing 2022 online in a limited edition of 2,022 pieces. And this, three years before the next Winter Olympics, Beijing becoming the first city to host the Summer and Winter Games.

But what could be more logical, basically, when there are no fewer than 113 luxury brands participating in Alibaba's Shopping Festival 6.18 via the Tmall Luxury Pavilion, launched in 2017. Luxury enthusiasts buy creations directly online signed Bottega Veneta, Valentino, Burberry, Versace, Stella McCartney, Rimowa, Guerlain, Givenchy, but also TAG Heuer and Zenith, two watch brands of the LVMH group.

"We wanted to broaden our offer in terms of creative experiences, trendy products and advice on style by fashion journalists in order to help the youngest users find the objects and brands they love, deciphers Lili Chen, in charge of the Tmall Luxury Pavilion, which offers nearly a thousand new products every week. “This revamped Pavilion improves the shopping experience, the discovery route for our customers, while helping luxury brands to better express their vision, their universe and to present their new creations. Thus, on June 2, Ermenegildo Zegna, Moschino and Qeelin (a jewelry brand from the Kering group) organized a livestreamed event there, presented by the famous Chinese actor Alan Yu, followed by 1.1 million viewers online. A new way of showing, and therefore selling, luxury products…