Okay, so it doesn’t really stop time, but you can get lost in this app!
Tourneau, the U.S.’ largest luxury watch retailer, has joined the ranks of some other luxury marketers by creating an exclusive iPad experience for their target market of users. The Tourneau Minutes publication is delivered to customers’ mail boxes in magazine form, but now, is delivered via an app as well.
Senior Vice President of Marketing and Online, Donald McNichol, said, “The strategy behind the app was the editorial content integration into the watch world. It started with the magalog, and then through the iPad app, we could further integrate that storytelling and experience.”
Magalog is code for a magazine-catalog hybrid. App users can explore editorial content, read articles, interact with the watches, and learn more about specific timepieces. Mr. McNichol stated, “Now it is not limited to the one dimension of the print page and brings in more interactivity of the community. It is building a lifestyle community around certain topics”. The most significant words of this statement are interactivity, community and connectivity.
He said, “In the app world, you get great connectivity within the community.” The goal is to develop a niche community where users feel as though they can connect with others, in a way that is stimulating.
With interviews from watch collector William Rohr, several getaways including to Paris and the North and South Poles, and the timing of baseball, users are intertwined in the mix of browsing watches, learning more about them, and reading interesting articles.
Users also can link the App to their social media profiles (Facebook, Twitter, and Tumblr) and post updates directly from the App. The App features 12 different time zones from LA to Hanoi to London.
Download the App from the iTunes store here. What do you think of it? Is there something missing? What is your favorite feature? Have fun with it, and enjoy!
*Disclaimer: The Tourneau Minutes iPad App was developed by B Culture Media.