Travel restrictions meant that IWC executives including CEO Christoph Grainger-Herr were not able to fly to Shanghai for the physical leg of this year’s Watches and Wonders, but that did not stop him putting in an appearance in nearly all his glory with the use of hologram technology that made it seem like he was in the room.
Technology from Los Angeles-based PORTL effectively creates a 3D video link so that people in different countries can speak to each other as if they are in the same room.
IWC’s CEO used PORTL to launch 2021 big pilot watches to press and retail buyers at the Shanghai Watches and Wonders exhibition.
The hologram solution was then used for several more meetings that would ordinarily have taken place face to face.
Richemont and IWC plan many more projects with PORTL this year, including at retailer events, a spokesperson tells WatchPro without elaborating.
As well as PORTL hologram portals that are large enough for a full-grown person, the company is also creating smaller models that could become permanent fixtures in stores with constantly updating displays of watches and jewelry.