IWC’s new app uses augmented reality to enable customers to virtually try on watches

by Leandre Grecia | Apr 16, 2021
PHOTO: IWC Schaffhausen

Just like most companies throughout this COVID-19 pandemic, Swiss watchmaker IWC Schaffhausen has gone digital. Not fully, of course—rather, it launched an interactive online shop to provide its customers the “IWC experience” from the comforts of their own homes. This is just one of the brand’s digital products that it launched in 2020 alone.

Now, the company continues its digitalization efforts with the launch of its newest mobile app. The IWC app, however, isn’t a run-of-the-mill smartphone application wherein you can view the brand’s catalog and whatnot. It boasts a special virtual watch try-on feature based on augmented reality (AR) technology.

Through this feature, an app user can see how a specific watch looks when worn simply by pointing his smartphone’s camera at his wrist. The app displays the watch that’s true to its actual size. This can enable customers to compare how different case diameters actually fit on them.

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In addition to this, the app is also packed with added features and exclusive IWC content, including the company’s relaunched podcast format. IWC says it will continue to make improvements to its app to further enhance the customer experience.

“For IWC, technology is never just an end in itself, but always a means to improve our customer’s experience and offer tangible added value,” said IWC Schaffhausen chief digital officer Dominic Weir. “While this year’s Watches and Wonders event will again be held virtually, we wanted to make sure that our partners, clients, and fans will be able to see our novelties on their wrists when we reveal them tomorrow. Recent progress in AR technology has been a game-changer, allowing us to bring our watches to people’s homes virtually.”

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PHOTO: IWC Schaffhausen
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