Swiss watchmaker Hublot enters Tmall ahead of CNY

The LVMH-owned Swiss luxury watch brand Hublot has burst onto Tmall, one of China’s biggest shopping sites, just in time for the Spring Festival rush.

Hublot’s arrival comes hot on the heels of Tmall debuts from fellow LVMH assets Chaumet and Tiffany & Co., which both unveiled flagship stores on the platform in January. With Hublot’s entry, all of LVMH’s watch and jewellery brands are now available on the Alibaba-owned platform.

Coinciding with the Tmall debut, the brand is also launching a limited-edition timepiece in honour of the Year of the Dragon. The Spirit of Big Bang Titanium Dragon watch was crafted in collaboration with Guangzhou-based artist Chen Fenwan, whose calling card is putting a contemporary twist on traditional Chinese paper-cutting. Chen’s paper cut-out purple dragon motif sits in the centre of the watch face. Hublot’s choice to work with Chen reflects a growing trend of luxury brands collaborating with Chinese artists, a move that demonstrates respect for Chinese culture and investment in the country’s fine art scene.

Opening a flagship store on Tmall has become imperative for luxury brands, as it now represents the largest online destination for luxury shopping in China. Tmall has revolutionized the luxury shopping experience with its full embrace of digital retail, including 3D product visuals, metaverse integrations, video consultations and more. Besides browsing products, users can harness the platform’s 360 digital experience to get notified about product launches and discounts, collect loyalty points, and receive personalised recommendations.

“For LVMH Maisons, having this strong intimacy and strong interaction with customers to invent a personalized experience is absolutely critical. We believe that technology is able to bring us this unique opportunity,” LVMH Chief Information Officer, Franck le Moal, told Alizila.


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