This could be the major breakthrough in the relationship between Luxury Swiss watchmakers and e-commerce, as Vacheron Constantin’s first baby steps into the online world witnesses their Historiques Cornes de Vache 1955 limited-edition sell out in half an hour.
The Swiss master watchmaker Vacheron Constantin made its first tentative steps into the online world in partnership with the well-establishedHodinkee, horology publication and e-commerce platform.
What’s The Story?
These two giants in their own respective fields partnered up back in 2015 to create Vacheron Constantin Historiques Cornes de Vache, a copy of their 1950s original manual watch, Hodinkee serving as their trusted e-commerce partner.
The first incarnation of the Cornes de Vaches or “cow horns,” was created in 2015, followed in 2016 by the second generation in rose gold, then followed again by the 2017 Constantin Historiques Cornes de Vache 1955 limited edition for Hodinkee in stainless steel.
The limited edition of 36 pieces has been created with case backs engraved with “Limited-Edition of 36 for Hodinkee.” The number 36 was selected as a historical reference to Vacheron’s original production count for Cornes de Vache chronographs in the 1950s.
In stainless steel with a matte gray alligator strap and two custom straps designed specifically for the Crones de Vaches Limited-Edition for Hodinkee, additional straps are in a natural Barenia leather, and a light gray, textured calfskin.
The Break Through.
With the drop in sales in the luxury watch market caused by a multitude of reasons, some master matchmakers are taking notice and making changes. Richemont-owned Vacheron Constantin for example, have embraced the digital world and started selling with a successful partnership with Hodinkee. In this forward-thinking partnership, they offered the limited edition Cornes de Vache online for $45,000, on a first come first served basis and sold out in 30 minutes. Clearly, they are doing something right.
Could this be a sign of things to come?
It’s clear that Vacheron Constantin is thinking of the future and that future is looking towards a younger market of millennials with disposable incomes, that have been brought up, in a connected world.
Not only is their outlook shifting to meet their new and expanding market, they’re also making bold statements about meeting the challenges of keeping up with technology.
This can be seen in an extraordinary display of craftsmanship in the production of the Celestia Astronomical Grand containing 23 Complications.
Watch this space because I am betting more and more Luxury watch brands will go online, and you would have read it here first.
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