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Browns launches "Virtual Try On" service for luxury watches

Tom Bottomley
18 December 2020

Luxury fashion retailer Browns has launched a new "Virtual Try On" service for watches through its Browns Fashion mobile app.

Over 50 watches are now available from key brands including 777, MAD Paris, Jacquie Aiche and Fiona Kruger.

The service, available for both men and women, launched on Wednesday evening and went live on Browns’ social channels yesterday.

Developed with Farfetch using AR technology, the unique feature allows app users to experience a selection of the luxury watch offering at Browns. It’s been created to best reflect real-life user experience in pin-point detail.

By downloading the Browns Fashion app, customers simply click through to the "Try On" function, place the camera on their wrist and the curated timepiece of their choice will appear.

The introduction of "Virtual Try On" for luxury watches follows on from the success of the feature which was first launched via the app in late August with an edit of the most coveted sneakers Browns has to offer.

With significant growth in both footwear and fine watches categories, Browns has seen an opportunity to be able to create a unique tailored experience while “understanding the demands from the customer.”

Mohammed Said, Director of Technology and Product at Browns, said: “As augmented reality technology has evolved over the past few years, we saw huge potential in bringing physical store experiences into the palm of your hands – specifically with ‘virtual try on’.

“With the global pandemic restricting many of our customers from travelling to stores, we accelerated our investment in this space.

“Even if you are not in the market looking for a luxury watch or a pair of sneakers, it is a great experience that I believe is here to stay. I am thrilled to see Browns as one of the first to market at such a scale and quality.”

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