You can now try on luxury watches through their app

Missing shopping real life? Browns has launched a Virtual Try On service for their luxury watch offering.

Courtesy: Browns Fashion

The service is available on the Browns Fashion mobile app. Developed with Farfetch the unique feature allows users, through AR technology, to experience a selection of their fine watch offering and has been adapted to reflect real-life user experience in detail. By downloading the app, customers can click through to the ‘Try On’ function, place the camera on their wrist and the curated timepiece of their choice will appear.

We’ve tried it and the technology is very realistic – it gives you the feeling that you’re actually wearing the watch and can accurately get an idea of how the timepiece will look on your actual wrist. At the moment the app only offers 15 watches to try on but we assume there will be more models offered in future.

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. These are two categories within luxury retail that have significant cultural following and Brown's aim seems to be to add another layer of accessibility to customers, through offering free and easy VR access.

"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, ‘virtual try on’. With the global pandemic restricting many of our customers from travelling to stores, we accelerated our investment in this space.’" explained Mohammed Said, Director of Technology and Product at Browns, "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.”

Browns launched their Fashion app in late 2019, with mobile first shopping accounting for a significant portion of traffic, Browns has seen steady downloads via the app and increased growth in users over the last twelve months. This has accelerated in the wake of the impact of Covid-19 and the closure of physical spaces

This is a curated, enhanced feature for the customer, leveraging technology to create a luxury experience through the medium of virtual reality.

Virtual Try On is available now via the Browns app. Download here.

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