aBlogtoWatch. “It’s because these brands have put absolutely no effort into anything beyond, ‘Hey, we heard Zoom meetings are a thing.’”

As another option, next month Mr. Adams will be introducing his own online fair, called New Watch Week. He aims to create more engaging videos than those in typical brand launches. The fair will include content at intervals throughout the year, instead of just during its first week.

His target audience, he said, is consumers, who will be able to watch for free, no invitations needed.

That type of programming is likely to continue after the pandemic has gone. Physical fairs, he said, may well resume then, too.

“The luxury industry requires real relationships, social opportunities, travel and celebration, and consumers that want to express themselves and have the money to do so,” Mr. Adams said.

“If you don’t have those things happening, you don’t really have a functioning watch industry.”

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