Stuff Of Dreams

Customisation is the order of the day as brands embrace the power of experiential luxury.

- Samita Bhatia

It’s the hottest wrist-candy going and for good reason. The Panerai Submersible Chrono Guillaume Nery Edition has just 15 pieces, and with it you buy yourself an experience. You’ll be invited to Moorea in French Polynesia where Guillaume Nery, one of the greatest global ambassadors of the sea world, lives; you can dive with him, even watch whales.

The limited edition Panerai Submersible Mike Horn – only 19 timepieces to be had – carries with it the promise of learning to safeguard nature and the ecosystem on the ice floes of the Arctic from the legendary explorer Mike Horn. Likewise, the 33 exclusive Submersible Marina Militare Carbotech watches will take their owners for a training session with Comsubin, the diving and commando group of the Italian navy.

Luxury brands are embracing the power of the experiential to engage customers. Innovative and immersive experiences have become the key drivers to hold the attention of the new age and, rather picky, high spender. “Building on-ground experiences is useful to capture the right audience. For the premium segment, one needs a very customised and personalised approach. Exclusive and unique activations at premium platforms reach out to high-profile customers,” says Rudratej Singh, President and CEO, BMW Group India.