WatchBox launches AR platform allowing customers to try on watches at home

By

Cassidy Mantor

Published
May 2, 2018

Luxury pre-owned watch e-commerce platform WatchBox has invested $200,000 in an augmented reality platform designed to help users try on watches at home before purchasing.

The augmented reality experience currently previews watches that were shown at watch industry trade shows Baselworld and SIHH. Brands that users can "try on" include Audemars Piguet, Breitling, and Tag Heuer. The watches are not yet available for purchase, but the augmented reality feature allows users to get a sense of the watches in anticipation of their commercial release.

WatchBox's foray into augmented reality has been led by Chief Technology Officer Shri Ballal. Ballal previously served as managing director at EA Games Core Engineering Group.

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Danny Govberg, co-founder of WatchBox, explained in a release that while technology is critical to WatchBox's operations as a digital company, "it's not just technology for technology's sake," adding "Every innovation we pursue always has the end goal of providing personalized service, education, expert council and convenience for our customers."

The move is part of a wider industry shift toward investing in digital tools designed to enhance consumer experience, as an increasing number of brands and categories attempt to offer their customers high quality service and personalized, more efficient shopping by experimenting with AR and VR. 

Indeed, Govberg says that technology plays an integral role in the development of the brand's omni-channel experience, explaining "Our investment into augmented reality is for our e-commerce customers to feel confident in their online purchase."

WatchBox launched in 2015 with its app. The AR experience is now available in the iOS version of the app, with an Android AR experience set to roll out later this year.