The web has recently been called the world's biggest 'publisher'. And brands have learnt to make the best use of it. However, recognising the difference between information and chatter is still crucial to conveying news in the most appropriate way. This week we had a demonstration of this in the watch industry.
After the exploit of the Nautilus for Tiffany, Patek Philippe did not rely on Instagram for its second launch in seven days.
It was too risky to put the research product of its Advanced Research department, the 'Fortissimo' Minute Repeater watch, in the hands of the indistinct audience of a social network. And to let a complex piece with innovative mechanics be judged on the basis of a photo. Not to mention the fact that the watch in question has a very special, decidedly three-dimensional dial, which deserves to be observed live, to be appreciated or criticised. The unquestionable beauty and importance of the watch, however, is all in the mechanics.
Patek Philippe therefore preferred, this time, to present a preview of the watch to the press and, in particular, to the trade press. In two moments. First with a video going into manufacturing details, which was very exhaustive, then with a question & answer session with Philippe Barat, head of product development. To enable communication professionals to deepen their understanding of the project, which is truly original.
We will discuss this more extensively in the magazine. What I want to emphasise here is that social media and print media are two complementary, non-overlapping languages. And that, as users, it is right and convenient to follow both media, so as not to miss a single piece of news. Always remembering, however, that preparation and specialisation have a value, even in the field of information.
Patek Philippe has not forgotten.
