The luxury watch brand gives social media fans a chance to become one of its “Very Special Reporters.”
Prepare to be shocked, luxury watch world. One of the most seasoned names in fine timepieces, Baume & Mercier, launched a contest appealing to fans on social media. That’s right—not readers of high-end magazines or owners of fancy cars or private jets; the Swiss watch brand is appealing to folks who’re connecting on Facebook, that oh-so-democratic online platform that everyone—from teens to soccer moms to politicians—seems to be using.
This week, Baume & Mercier invited its 75,000 Facebook fans to upload videos explaining their love of the brand and why they would make ideal "Very Special Reporters" at the upcoming Salon International de la Haute Horlogerie in Geneva, Jan. 17–21. The trade-only affair where high-end watch manufacturers and buyers meet takes place once a year, and is known as the preeminent affair for the best watch brands and debuts of significant technological advances in timepieces.
In fact, the brand was inspired to sponsor this year’s contest because of initial positive social media outreach conducted last year.
"During the SIHH 2010, we invited our aficionados on Facebook and Twitter to rediscover the history and the heritage of our brand through a diary entitled 'Secrets of a Watchmaking Family,'” CEO Alain Zimmerman tells JCK via e-mail from the brand's Geneva headquarters. "The originality of the approach was to tell the story of the birth of Baume & Mercier in the present tense, and in daily sharing anecdotes and insights from the daring watchmakers who founded our famous watch company. It was a huge success."
A jury will announce five pre-finalists on Dec. 1, and the FB community will vote further to narrow down selections to the final two. Winning one of the two spots means that the fans becomes short-term “Very Special Reporters,” trailed by a cameraman while covering SIHH for the Facebook community. Components of coverage will feature breaking news, interviews, and more, as the Baume & Mercier Facebook community will experience the fair and a special brand event through the eyes of the two winners. On Dec. 14, Zimmermann will release the names of the winners on Facebook.
So far, entries have been "interesting," according to Zimmerman, and confirm what the watchmaker has long suspected: "Baume & Mercier is an approachable brand."
Asked whether the winners will also receive new watches, Zimmerman replies coyly: "The VSR operation is our present to them. We plan gifts for them, and surprises too. Baume & Mercier is all about celebration."
Entries are being accepted through Nov. 30 on the Baume & Mercier Facebook Fan Page/VSR tab.