Armani fetes new watch collection on branded blog

Italy’s Giorgio Armani is using its digital real-time journal Armani Live to pique interest in its Emporio Armani Meccanico watch collection as the holidays approach.

Armani’s real-time journal targets a concise group of consumers that are more likely to be interested in the watch collection than if the brand sent out an email blast, for example. Unveiling new products on a branded blog allows a brand to target its most dedicated consumers who frequently check the blog for updates on products, news and events.

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“For Armani brand enthusiasts who are already engaged with the brand digitally, the launch of a luxury product through the brands own platform can feel like a personalized invitation,” said Leane Brenes , creative director of Brenes Co., New York.

“A blog or ecommerce Web site can get the right message to the right people at the right time, making for a direct reach that already has an interested audience,” she said.

“As a very targeted approach, the Armani Meccanico watch collection launch entices the consumer with content rich product imagery using video and still photography.”

Ms. Brenes is not affiliated with Armani, but agreed to comment as an industry expert.

Armani was unable to comment directly.

On time with Armani

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Readers of Armani Live interested in the men’s Meccanico watch collection are first introduced by the a slideshow of images that shows the various timepieces in the series.

The Armani Live post can be shared via Twitter, Google, Facebook, Pinterest and Tumblr to optimize the amount of exposure the collection receives.

Armani’s post explores the features of its Meccanico collection designed for winter 2013. To highlight the watch’s quality, the post explains how the watch undergoes a “wear-in process” where the wristwatch runs for 1,000 hours to pass quality control requirements.

The Meccanico collection is available with either a round or rectangular case in stainless steel, black or rose gold all with movements that are visible by the wearer. Consumers can choose from a strap of smooth or crocodile-printed leather or butterfly deployant stainless steel buckles. With the affordable price range of $395 to $445, the collection is likely to attract young, aspirational consumers.

To further highlight how the watch fits in with the lifestyle of an Amrani enthusiast, the brand included a social video. With a run time of approximately 75-seconds, the short video deconstructs the models found in the Meccanico collection to showcase a dedication to quality and horology.

The video shows close-up views of each model and gives viewers a glimpse inside the watch’s mechanisms and open case back.