Will Tata CLiQ Luxury unlock new community engagement strategies with its business ‘The Watch Society’?
By Retail4Growth Office | January 21, 2022
A first of its kind, community of collectors and enthusiasts, The Watch Society by Tata CLiQ Luxury will inform and educate consumers, and enable content, conversations and commerce.
Tata CLiQ Luxury recently announced the launch of “The Watch Society”, a phygital society aimed at engaging with luxury and aspiring consumers and forming special interest groups for the luxury watch category. A first of its kind, community of collectors and enthusiasts, The Watch Society will inform and educate consumers, and enable content, conversations and commerce.
With this initiative, essentially a community of common interests, the brand seems to be taking customer engagement and customer marketing to new levels. The Watch Society platform offers a wide assortment of Swiss, fashion and smart watches from global luxury brands, according to the company’s statement. With a highly engaged clientele of watchmaking enthusiasts, the platform is also equipped with sophisticated tools such as assisted selling, a service designed to offer real-time support to customers wishing to buy high-end watches. Along with The Watch Society, the platform will engage and interact with consumers about the wide range of watch collections, the use and care of luxury watches, and develop an appreciation for quality, craftsmanship and craftsmanship. heritage through engaging storytelling, the company statement adds.
The Watch Society’s benchmark content will include new releases, trends, insightful video content, and more, and will continue to carve out a niche for watch collectors and aficionados. James Gurney, the former Telegraph UK watch publisher, will bring his expertise in the field to build the watch company through unique content, curation and assortment. Additionally, Tata CLiQ Luxury, backed by Christie’s, the world leader in art and luxury, will also offer distinctive content and unique experiences. Through this exclusive content partnership with The Watch Society, customers will have access to engaging content as well as opinions and insights from Christie’s global team of experts through tailored online discussions and, the future, talks and events on the ground as well, according to the company statement. .
Talking about that, Gitanjali Saxena, Business Head – Global Luxury, Tata CLiQ Luxury, said: “We are thrilled to introduce The Watch Society, a one-stop destination for watch lovers to learn more about the industry, interact and shop their favorite brands. Tata CLiQ Luxury is India’s leading omnichannel luxury industry, and the premium and luxury watch category is at the heart of the platform. With the introduction of this unique phygital company, we will offer distinctive content and experiences that all watch enthusiasts desire and establish this as a platform to enable watch collectors, industry experts and executives to come together and celebrate their passion and love for watches.
Through engagements such as live sessions, competitions, and on-the-ground sessions with industry experts and watchmakers, as well as opening up the platform for members to interact with each other , the Watch Society will continue to strengthen the conversation about the art of watchmaking and the wearing of watches in the months to come.
The strategy of community building by the brand is indeed interesting, not only from the point of view of brand engagement, but also from the point of view of business growth. A Harvard Business Review article cites the example of Harley-Davidson to show how brand community as a high-level strategy can generate rich dividends and support business goals. The report explains how the company’s management rewrote its competitive strategy and business model around a philosophy of brand community. As a result, the community – what it calls “the biker brotherhood” – has helped the brand reposition itself as “the only motorcycle manufacturer that understands bikers on their own terms”. It would be interesting to see what “The Watch Society” does for the Tata CLiQ Luxury brand.