Augmented Reality – Is The Future
The intricacies and technicalities of a mechanical watch are a plenty. A sizeable part of the allure of owning a well-crafted timepiece is knowing the levels of genius within. A watchmaker has made possible the inclusion of hundreds of moving parts into one relatively small, wrist size case. And then, the creation – a masterpiece of timekeeping precision, despite fighting against daily wear and tear. No wonder a handsome mechanical watch is so high on any gentleman’s to buy list.
Conveying this marvel is where it gets difficult. Sure, a brand might ask a celebrity to wear and endorse its watch. Or take out a centre-fold spread in a popular men’s print magazine. A feature on a blog perhaps, ideally. Using high resolution imagery set in a watch-photographers studio. This might include a stunning exterior shot or a detailed macro alternative of the complicated movement within. But conveying the intricacies enclosed in their entirety is never easy.
An Immersive Experience
Enter augmented reality. A chance to see more of your desired timepiece, in one sitting. And beyond that, an immersive experience of story telling in an interactive format. A way for the brand to convey its value more completely.
Leading the charge is watchmaker Parmigiani Fleurier. And more specifically for its Kalpa Collection which Ape to Gentleman reviewed here: The New Parmigiani Fleurier Kalpa Watch Collection By Ape. The Kalpa Collection is a truly stunning offering featuring four variants of the brands’ flagship timepiece. It’s a brand that has it all. Quality, in-house manufacture, design, comfort, reliability. The list is endless, and contains everything good you’d expect from a high-end watch house. And best of all, they aren’t wildly known – a connoisseurs choice. As confirmed by my favourite quote, “If you speak to any watch expert and mention the words ‘Parmigiani Fleurier’ – you’re instantly met with glowing praise.”
How to Experience Augmented Reality
Parmigiani Fleurier have created the Kalpa app which can be downloaded here on an Apple device running iOS. It acts as a relay between on and offline. Additional content if you will, to supplement. Simply scan the app over a Parmigiani Fleurier Kalpa Collection photograph be it an advertisement board, a spread in a magazine or the image above and watch the collection come to life. It’s really a great way to experience the collection. For those interested in buying and for those looking to experience augmented reality in the watch space.
From there or directly, you’ll find more at kalpa.parmigiani.com – a microsite, that evolves by sequence of creation. There is a short video running through the Kalpa’s creative process including; morphology, the wearer Michel Parmigiani and the shape within the shape.
After the creative process is complete you’ll then be guided towards choosing your preferred model from the collection. Learning more about each models USPs, specifics and technical characteristics through a series of images, text and video. Look out for adverts in various media, download the app, scan and enjoy the experience. Another example of Parmigiani Fleurier setting the standards in the watch industry.