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Brand image : Hublot store bets on new technologies

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Innovation is the nexus of retail marketing, especially when it comes to the differentiation of points of sales (POS). Innovation often comes first from the top, i.e. from premium brands which have the money to invest in new technologies.

Today we’d like to present you an innovation we spotted in the Hublot store of Place Vendôme, in Paris. Hublot is a watch brand that belongs to the LVMH group and is currently headed by Jean-Clauve Biver, a marketing genius who is at the origin of the revival of Blancpain.

Hublot is a watch brand that is positioned very much on technology and style. It has not  along history of watchmaking like Breguet, Patek and the likes and seeks its differentiation in other aspects, in particular in innovation. Not only does the brand innovate in terms of materials used, but also in terms of watch and store design. We already reported in the past about some interesting devices to display watches in the store windows. What we noticed this time is a technology that can be seen only in the store itself. It looks like a glass panel that displays images. In fact it’s a sandwich of very thin glass sheets containing metallic parts that are activated by an electric current. The glass then appears to be changing color, which is based on electrochromism.

The result is amazing. Have a look at the video below.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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