REINVENTING LUXURY

From offering luxurious experiences through augmented reality to launching more pocket-friendly collections, the pandemic has forced luxury brands to think differently

- AJITA SHASHIDHAR

Mumbai-based entrepreneur Alok Shah (name changed on request) has an enviable collection of luxury watches. From Rolex and Omega to Cartier and Breitling, Shah owns some of the classiest watches. Buying a watch is like buying art for the 40-year-old as he spends hours at the store trying to understand the craftsmanship and technology of each piece that interests him. He was looking forward to his business trip to Geneva in May this year where he planned to buy a watch from Swiss watchmaker IWC’s latest collection. The pandemic forced him to cancel the visit. When business started bouncing back in June, he treated himself to a three-dimensional demonstration of the watch on IWC’s website while sitting in his plush sea-facing apartment in Mumbai. He not only got to see the detailing but also got a sense of how his chosen watch would look on his wrist. After a few weeks, a sales executive of IWC’s retail partner in India knocked on his door with the watch.

Down South in Visakhapatnam, 35-year-old cardiac surgeon Arvind Rao (name changed on request) had to present a research paper to a panel of global doctors in August this year. Though a virtual presentation, it was a big moment in Rao’s life, and he wanted to look his best. He booked an online consultation with Aditya Birla Retail’s The Collective whose sales executive created a personalised digital menu card based on specifications mentioned by Rao. It offered a host of uber-luxury formal suit brands, even gave details of craftsmanship and the cuts and the fits. The executive also arranged a video call to demonstrate how the suit would look. Rao zeroed in on a pin-striped Hugo Boss suit, which was shipped to him from The Collective store in Mumbai.