Singapore Tatler Jewels & Time - - Contents - Karishma Tul­si­das As­so­ci­ate Ed­i­tor

It’s funny how, in the

span of just one year, so much has changed. Ex­actly 12 months ago, I spoke about how I wasn’t hooked on so­cial me­dia. To­day, as I sit down to pen this note, I have al­ready checked my In­sta­gram feed twice and the Bul­gari Octo Ve­locis­simo spot­ted on the wrist of an In­sta­gram­mer has al­ready cat­a­pulted to a pretty high spot on my lust list.

I do not have to ex­pound on the ef­fects of so­cial me­dia that have al­ready been said, but the ques­tion, per­tain­ing solely to the lux­ury watch and jew­ellery in­dus­try, begs to be asked: do Face­book, In­sta­gram and Snapchat re­sult in di­rect sales, and how ef­fec­tive are they in in­creas­ing brand aware­ness? Given that most watch­mak­ing and jew­ellery brands do not sell their big-ticket items on­line, it is harder to quan­tify and gauge the im­pact of so­cial me­dia, and whether it trans­lates to rev­enue.

At Sin­ga­pore Tatler Jewels & Time, we con­nect the pur­vey­ors of lux­ury with con­sumers. Hence, when it comes to the chang­ing dig­i­tal land­scape, we wanted to find out how the tar­get au­di­ence is re­act­ing to the pro­lif­er­a­tion of so­cial me­dia and its use as a tool of mar­ket­ing and com­mu­ni­ca­tion. The an­swer was sim­ple: go di­rectly to the source. We speak to the con­stantly con­nected gen­er­a­tion and dis­cover how much in­flu­ence the In­ter­net wields on their buy­ing pat­terns. Some of their an­swers might sur­prise you, on p.68.

Speak­ing of the chang­ing tides of lux­ury, the cur­rent eco­nomic and po­lit­i­cal cli­mates have deeply af­fected the global watch and jew­ellery mar­kets. The launches and cam­paigns we’ve seen this year are more than just tem­po­rary stop­gap so­lu­tions un­til the next boom. There has been a seis­mic move­ment in the be­havioural pat­terns of con­sumers, and the sub­se­quent re­sponses from the brands. We get in­ci­sive in­sights from guest ed­i­tor Sean Li, whom col­lec­tors would know as our ed­i­to­rial di­rec­tor for watches, and a judge on the panel of the Grand Prix d’hor­logerie de Genève. He weighs in on how watch brands have re­acted to this brew­ing eco­nomic storm (p.22).

De­spite talks of safer launches, de­sign­ers at the high jew­ellery maisons have cer­tainly not scrimped on cre­ativ­ity and scale, and have launched some of their best haute joail­lerie col­lec­tions yet. Ogle at the marvel­lous cre­ations on p.58.

En­joy the is­sue!

ON THE COVER Jt0816-cover.indd 16-17 04/08/2016 17:32 Pho­tog­ra­phy: Darren Gabriel Low, as­sisted by Eric Tan; Fash­ion di­rec­tion: Des­mond Lim, as­sisted by Joey Tan; Hair: Sha Shamsi/ In­digo Ar­ti­sans us­ing Se­bas­tian Pro­fes­sional; Make-up: Ch­eryl Ow/...

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