bodyType

customContents

entityId

printArticlePageQuery

filter

article

body

urlAlias

articleSectionsContent

articleSeoArticle

articleSourceHeaderArticle

contentSchemaRenderContent

contentSubHeadlineContent

contentHeadlineContent

mainImagePrintArticleArticle

authorBlockPrintArticleArticle

contentSponsorTagContent

articlePianoPaywallContent

scmpYoutubeContent

hooksTrackPageViewArticle

query printArticlePageQuery(
  $entityId: String!
  $customContents: [CustomContentInput]
  $bodyType: BodyFormatTypeEnum
) {
  article(filter: {entityId: $entityId}) {
    entityId
    body(customContents: $customContents, type: $bodyType) {
      json
    }
    urlAlias
    ...articleSectionsContent
    ...articleSeoArticle_3o8td4
    ...articleSourceHeaderArticle
    ...contentSchemaRenderContent
    ...contentSubHeadlineContent
    ...contentHeadlineContent
    ...mainImagePrintArticleArticle
    ...authorBlockPrintArticleArticle
    ...contentSponsorTagContent
    ...articlePianoPaywallContent
    ...scmpYoutubeContent
    ...hooksTrackPageViewArticle
    id
  }
}

fragment articlePianoPaywallContent on Content {
  __isContent: __typename
  ...hooksPaywallPromiseContent
}

fragment articleSectionsContent on Content {
  __isContent: __typename
  sections {
    value {
      ...helpersCheckIfNewsSectionInFirstIndexSection
      ...entityLink
      name
      id
    }
  }
}

fragment articleSeoArticle_3o8td4 on Article {
  ...hooksArticleSeoArticle
  ...helpersCheckIsPostiesArticle
  ...helpersGetArticleTypeArticle
  entityId
  publishedDate
  updatedDate
  summary {
    text
  }
  subHeadline {
    text
  }
  body(customContents: $customContents, type: $bodyType) {
    text
  }
  keywords
  sections {
    value {
      name
      id
    }
  }
  topics {
    name
    entityId
    id
  }
  urlAlias
  authors {
    name
    id
  }
  images {
    style(filter: {style: "768x768"}) {
      url
    }
  }
  readingTime
}

fragment articleSourceHeaderArticle on Article {
  urlAlias
  ...entityLink
}

fragment authorBlockPrintArticleArticle on Article {
  ...defaultArticleDateContent
  ...authorNamesArticle
}

fragment authorNameAuthor on Author {
  ...entityLink
  name
  entityUuid
}

fragment authorNamesArticle on Article {
  authorLocations
  authors {
    entityId
    location
    ...authorNameAuthor
    id
  }
}

fragment blockquoteQuoteContent on Content {
  __isContent: __typename
  ...contentShareWidgetContent
}

fragment checkersCheckContentContainsStarlingImageContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment contentHeadlineContent on Content {
  __isContent: __typename
  headline
  socialHeadline
  ...contentHeadlineTagContent
  ...helpersUseContentSponsorContent
}

fragment contentHeadlineTagContent on Content {
  __isContent: __typename
  ...hooksContentHeadlineTagContent
}

fragment contentNewsletterWidgetContent on Content {
  __isContent: __typename
  topics {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
    id
  }
  sections {
    value {
      relatedNewsletters {
        ...helpersMassageToNewsletterItemNewsletter
        id
      }
      id
    }
  }
  ... on Article {
    relatedNewsletters {
      ...helpersMassageToNewsletterItemNewsletter
      id
    }
  }
}

fragment contentSchemaRenderContent on Content {
  __isContent: __typename
  ...blockquoteQuoteContent
  ...imageContent
  ...inlineWidgetContent
  ...photoGalleryWidgetContent
  ...scmpYoutubeContent
}

fragment contentShareWidgetContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  shortUrl
  socialHeadline
  headline
}

fragment contentSponsorTagContent on Content {
  __isContent: __typename
  ...helpersUseContentSponsorContent
}

fragment contentSubHeadlineContent on Content {
  __isContent: __typename
  subHeadline {
    json
  }
  summary {
    json
  }
  ...contentSchemaRenderContent
}

fragment defaultArticleDateContent on Content {
  __isContent: __typename
  ...hooksArticleDateUtilsContent
}

fragment entityLink on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  __typename
  entityId
  entityUuid
  urlAlias
  urlRedirect {
    toUrl
    id
  }
  application {
    entityId
    id
  }
  ... on Section {
    fullSectionPath {
      entityId
      id
    }
    parentSection
  }
  ...helpersAppBarVariantBase
  ...helpersApplicationBase
  ...helpersCheckIsPlusArticle
  ...helpersStyleSectionContent
}

fragment helpersAppBarVariantBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsLiveArticle
  ...helpersCheckIsPlusPage
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...helpersSectionContent
  ...helpersStyleSectionContent
}

fragment helpersApplicationBase on BaseWithApplicationAndUrlAlias {
  __isBaseWithApplicationAndUrlAlias: __typename
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostiesPage
  ...helpersCheckIsPlusPage
}

fragment helpersCheckIfNewsSectionInFirstIndexSection on Section {
  name
}

fragment helpersCheckIsAmpEnabledArticle on Article {
  entityId
  types {
    value {
      entityId
      id
    }
  }
  sections {
    value {
      entityId
      id
    }
  }
  disableOffPlatformContent
  sponsorType
  published
  ...helpersCheckIsPlusArticle
  ...helpersCheckIsPostiesArticle
}

fragment helpersCheckIsLiveArticle on Article {
  flattenTypeIds
  liveArticle {
    status
    id
  }
}

fragment helpersCheckIsMainTopicContent on Content {
  __isContent: __typename
  topics {
    entityId
    id
  }
}

fragment helpersCheckIsPlusArticle on Content {
  __isContent: __typename
  ... on Article {
    paywallTypes {
      entityUuid
      id
    }
  }
}

fragment helpersCheckIsPlusPage on Page {
  urlAlias
}

fragment helpersCheckIsPostMagazineArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesArticle on Article {
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersCheckIsPostiesPage on Page {
  urlAlias
}

fragment helpersCheckIsStyleArticle on Content {
  __isContent: __typename
  sections {
    value {
      entityId
      id
    }
  }
}

fragment helpersGetArticleTypeArticle on Content {
  __isContent: __typename
  ... on Article {
    types {
      value {
        entityId
        id
      }
    }
  }
}

fragment helpersMassageToNewsletterItemNewsletter on Newsletter {
  entityId
  name
  alternativeName
  description {
    text
  }
  summary {
    text
  }
  homepageDescription {
    text
  }
}

fragment helpersSanitizeArticleTypeEntityIdsArticle on Article {
  types {
    value {
      entityId
      id
    }
  }
}

fragment helpersSanitizeAuthorTypesArticle on Article {
  authors {
    types
    id
  }
}

fragment helpersSanitizedAuthorEntityIdsArticle on Article {
  authors {
    entityId
    id
  }
}

fragment helpersSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersStyleSectionContent on Section {
  fullSectionPath {
    entityId
    id
  }
}

fragment helpersUseContentSponsorContent on Content {
  __isContent: __typename
  topics {
    entityId
    sponsor {
      ...sponsorTagSponsor
      name
      type
      id
    }
    id
  }
  ... on Article {
    sponsorType
  }
  ...helpersCheckIsMainTopicContent
}

fragment hooksArticleDateUtilsContent on Content {
  __isContent: __typename
  createdDate
  publishedDate
  updatedDate
}

fragment hooksArticleSeoArticle on Article {
  ...helpersCheckIsPostiesArticle
  ...helpersCheckIsPostMagazineArticle
  ...helpersCheckIsStyleArticle
  ...hooksContentHeadlineTagContent
  ...helpersCheckIsAmpEnabledArticle
  entityId
  headline
  socialHeadline
  types {
    value {
      entityId
      id
    }
  }
  authors {
    entityId
    id
  }
  images {
    generic_og: style(filter: {style: "og_image_scmp_generic"}) {
      url
    }
    styles(filter: {styles: ["og_image_posties_article", "og_postmag", "og_image_style", "og_image_scmp_analysis", "og_image_scmp_explainer", "og_image_scmp_editorial", "og_image_scmp_fact_check", "og_image_scmp_debate", "og_image_scmp_live", "og_image_scmp_obituary", "og_image_scmp_opinion", "og_image_scmp_review", "og_image_scmp_series", "og_image_scmp_generic"]}) {
      url
      style
    }
    type
  }
  urlAlias
}

fragment hooksContentHeadlineTagContent on Content {
  __isContent: __typename
  __typename
  ... on Article {
    types {
      value {
        name
        entityId
        description {
          text
        }
        id
      }
    }
    ...helpersCheckIsStyleArticle
  }
  flag
  sections {
    value {
      name
      id
    }
  }
  ...hooksContentHelperContent
}

fragment hooksContentHelperContent on Content {
  __isContent: __typename
  ...helpersSanitizeArticleTypeEntityIdsArticle
  ...helpersSanitizeAuthorTypesArticle
  ...helpersSanitizedAuthorEntityIdsArticle
  flag
}

fragment hooksPaywallPromiseContent on Content {
  __isContent: __typename
  entityId
  ...helpersCheckIsPostiesArticle
}

fragment hooksTrackPageViewArticle on Article {
  entityId
  publishedDate
  headline
  sections {
    value {
      name
      id
    }
  }
  urlAlias
  authors {
    name
    id
  }
  entityUuid
}

fragment imageContent on Content {
  __isContent: __typename
  headline
  ...checkersCheckContentContainsStarlingImageContent
}

fragment inlineWidgetContent on Content {
  __isContent: __typename
  ...contentNewsletterWidgetContent
}

fragment mainImagePrintArticleArticle on Article {
  images {
    title
    url
    isSlideshow
    size_652x446: style(filter: {style: "652x446"}) {
      url
    }
  }
}

fragment photoGalleryDialogContent on Content {
  __isContent: __typename
  __typename
  ...contentShareWidgetContent
}

fragment photoGalleryWidgetContent on Content {
  __isContent: __typename
  ...photoGalleryDialogContent
}

fragment scmpYoutubeContent on Content {
  __isContent: __typename
  entityId
  urlAlias
  publishedDate
}

fragment sponsorTagSponsor on Sponsor {
  name
  type
  images {
    url
  }
}


sections

types

disableOffPlatformContent

sponsorType

published

headline

socialHeadline

authors

images

publishedDate

updatedDate

summary

subHeadline

keywords

topics

readingTime

authorLocations

entityUuid

Nicolette Wong

When the world shut down early this year due to the Covid-19 pandemic, it seemed like trips to the local watch retailers – and indeed almost any shops – would be impossible. But were they?
Products from the Richemont maisons, such as Cartier and Jaeger-LeCoultre, were already available on various e-commerce platforms. In 2019, Richemont and Alibaba Group formed a strategic partnership with the opening of the Net-a-Porter flagship store on Alibaba’s Tmall Luxury Pavilion. The joint venture put all Richemont-owned watch brands including Cartier, Baume & Mercier, IWC Schaffhausen, Jaeger-LeCoultre, Panerai, Piaget, Roger Dubuis as well as Vacheron Constantin and Montblanc, at the finger tips of affluent Chinese consumers.

Retailers are now taking the experiences offered by their platforms to the next level. In early May, IWC launched its first virtual reality boutique, featuring its Singapore store, enabling an immersive experience with the brand while sitting in the comfort of your own home.
What are the most expensive watches you can buy online?
“At a time when virtual connections are more frequent and accessible than physical ones, visitors can now enjoy an IWC experience outside the traditional retail infrastructure,” says Stanislas Rambaud, managing director for IWC Southeast Asia.
IWC’s foray into virtual reality was soon followed by sister brand Piaget, who launched a similar virtual boutique experience just a few weeks later. In both instances, the boutiques use vivid three-dimensional depictions of real-life IWC or Piaget stores, with different areas of the store playing host to watch or jewellery collections from the two brands. The private corner of the IWC virtual boutique contains the year’s Portugieser watch novelties, for instance, while the main atrium of the Piaget virtual store plays host to the Sunlight high jewellery collection.

Guests are able to explore the store on their own, engage with a programmed chatbot, or book a private virtual appointment with a brand representative who will take them on a tailored journey through the space. This ability to connect with a person is part of what distinguishes these virtual boutiques from other brand websites or e-commerce platforms.
How luxury brands are breaking back into China post-pandemic
Of course, this is not the watch world’s first foray into recreating a virtual retail experience for its customers. In 2018, LMVH-owned Hublot launched a new digital technology platform for its Fifth Avenue boutique in New York City that allows buyers to communicate with the brand’s salespeople without physically being in the boutique. According to the brand, the digital experience is virtually identical to an in-person visit to the store – except, perhaps, for the risk of contagion in pandemic times.
These virtual boutiques are attempting to bridge the gap between the traditional in-store experience and regular e-commerce, aiming to elevate the overall digital luxury experience to beyond being just another purchasing platform.
Despite the optimistic sentiment and the ongoing development of new technologies that improve the customer experience, not every player is joining the virtual game. The virtual boutiques all still have one major flaw – save for exceptions for very special clients, customers don’t get to see and touch the actual watch or jewellery pieces before making their purchases.

Many time-honoured names like Rolex still rely on traditional channels to sell their timepieces. Some industry insiders have also expressed reservations about the limitations of e-commerce as a whole, believing it unable to confer even a fraction of the full luxury experience afforded to in-store customers.
Rolex, Piaget, Hermès and Cartier add meteorite rock to their watch dials
“Luxury shopping is not as straightforward as commodity shopping,” said Petronille de Parseval, managing director of Piaget Southeast Asia and Australia. “It is about purchasing an intimate art piece that resonates with your values and personality. Brand inspiration and experience are key. Our customers are highly connected and seek information that is not only accurate, precise and accessible but speaks to them emotionally. It is complicated to have a full brand shopping experience while browsing online.”

Moreover, understandably, most customers have reservations about purchasing big-ticket items via e-commerce, primarily because the experience of appreciating the fine finish of a guilloche dial or the sparkle of a VVS1 D-flawless diamond in person is key to sealing the purchase deal. And that experience cannot be replaced – yet.
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The development of today’s virtual reality boutiques is likely just the first step towards a truly vivid, fully immersive digital experience. Brands such as Roger Dubuis and Patek Philippe have already experimented with using augmented reality headsets to allow for deep dives into the brand’s products. For example, Patek Philippe allowed visitors to assemble a watch movement in virtual reality during its Watch Art Grand Exhibition in Singapore last year – an experience far less easily replicated in real life. If this experience could be delivered to customers on a wider scale, that would truly be impressive.

Given changing demographics that point towards younger, digitally-native clients, digital touchpoints for luxury brands have become increasingly important. A website and robust social media presence are today seen as the bare minimum – perhaps the virtual reality boutique is just the next level up.
The most talked-about luxury watch releases to lust after this season
The Covid-19 pandemic acted as catalyst and opportunity for the launch of virtual reality watch boutiques. While the industry has a long way to go in meeting the full demands of customers and delivering the very best of one-on-one service, it has laid a foundation for further innovations towards a truly virtual watch retail ecosystem.
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Cartier, Piaget, IWC, Jaeger-LeCoultre join Alibaba’s Tmall, following LVMH with virtual stores for online customers – how much would you spend on a luxury watch you’d never seen?

One feature of Hublot’s digital extension to its Fifth Avenue, New York, store is the chance to interact remotely with in-store salespeople. Photo: Hublot

Piaget virtual salon. Photo: Piaget

Piaget virtual boutique. Photo: handout

hublot digital store launch. Photo: hubot

Oyster Perpetual 36

A Cartier watch which is available on Net-a-Porter

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Watch brands Patek Philippe and Roger Dubuis try out augmented reality headsets and others add virtual assistants to deepen engagement with demanding customers, while some holdouts, including Rolex, insist technology is not immersive enough yet


Watch brands are trying out augmented reality headsets and virtual assistants – while old-school holdouts, like Rolex, insist technology is not immersive enough yet
