New York digital agency Rokkan has launched “Owners Circle,” described as “a Tumblr dedicated to haute horology lovers” for luxury watch brand TAG Heuer.
The launch is timed to kick off the brand’s presence at Basel World, the world’s largest luxury watch and jewelry show. Drawn by the visual nature of Tumblr, TAG Heuer is one of the first luxury brands to explore the possibilities of the platform. “Owner’s Circle” features photos and GIFs “to inspire fans to share, collect and learn more about each model,” as well as “videos [see above] that weave in stories of precision craftsmanship and history, immersing viewers in the brand’s rich heritage.” TAG Heuer is hoping their foray into relatively new social territory (only 31% of the Interbrand Top 100 Brands have created Tumblr accounts) helps them to engage their audience in new ways and wins them a few converts.
