Luxury brands are shaking up the watch and jewelry sector with new retail strategies catering to a generation of tech-savvy consumers.
Live streaming, which combines live online video with the option of purchasing products in real time, has emerged as one of the more successful models for creating a meaningful digital shopping experience. Merging the familiarity of in-store shopping with the convenience of e-commerce, live streaming is driving growth in the luxury market with informative, engaging and entertaining content, and has become increasingly attractive to companies looking to establish a deeper connection with their audience.
That said, this approach to selling is nothing new. In fact, live streaming has long dominated regions like China. It generated over $150 billion there in 2022, according to Euromonitor, which predicts that this segment will make up 20% of all global e-commerce sales by 2026. While the market has remained rather small in the US, it has recently been achieving success in the watch and jewelry categories thanks to several US companies launching their own live-stream platforms.
Watch the watches
At global watch and jewelry retailer The 1916 Company, live streaming is “paving the way for a new era in luxury retail, enabling clients to connect with experts and access high-value pieces from anywhere in the world,” according to CEO John Shmerler.
“The luxury watch landscape has evolved, with collectors and buyers seeking more than just access,” he says. “They want depth, expertise, and a meaningful connection to their watches.”
To bridge that gap, the retailer recently debuted its 1916 Live platform. The 1916 Company already has over 20 boutiques worldwide, having formed in 2023 by merging pre-owned timepiece business WatchBox, parent company Govberg Jewelers, and independent retailers Hyde Park Jewelers and Radcliffe Jewelers. It also launched a mobile app earlier this year where collectors could browse thousands of new and pre-loved watches.
With 1916 Live, viewers can now join a weekly live stream where watch expert Tim Mosso hosts a rotation of specialists from across the company. They can also enjoy real-time access to both new and out-of-production timepieces that the company makes exclusively available to the live-stream community before listing them on its website.
An elite audience
The platform’s approach differs from that of traditional home shopping channels like QVC and Jewelry Television by putting an emphasis on exclusivity, in-depth education and personalized interactions.
“When viewers join the live stream, they can chat and pose questions to our hosts — experts like Tim Mosso and Armand Johnston, who bring unmatched knowledge and offer unique anecdotes and insights into the pieces showcased,” explains Shmerler. “This isn’t a passive experience. It’s about fostering community and trust. Traditional TV shopping channels often focus on promotional tactics like ‘exclusive pricing’ to capture interest, but we’re speaking to a different audience — collectors and enthusiasts who value a deeper understanding of each timepiece.”
When it comes to tailoring content, 1916 Live hopes to capture the attention of seasoned collectors and newcomers alike, people who appreciate both quality and the sense of community that live-stream shopping creates.
“The consumers we’re speaking to are passionate, knowledgeable, and curious about both established and esoteric brands,” says the CEO. “They’re looking for more than just a product; they’re seeking a curated, immersive experience that informs and entertains, allowing them to make educated decisions.”
What’s doing well in this channel? The retailer has “seen the highest engagement around segments featuring ultra-rare, highly complicated watches, niche models, and modestly priced pieces in the sub-$15,000 range,” Shmerler reports. “Clients are returning week after week, actively engaging in the live chat and finding pieces that resonate for their collections.”
Ready to engage
Retailer Luxury Promise has also brought live streaming to the US and Middle East with its live shopping platform, which lets customers purchase its pre-owned luxury jewelry, watches, clothing and other accessories in real time and interact with the company’s specialist authenticators.
“Gen Z and Millennials in the region are looking for thought-provoking content where they can engage with brands digitally,” says founder Sabrina Sadiq, who started the company in 2017. “We are the first to launch live shopping and have done incredibly well in this region.”
Other jewelry brands like Swarovski use live video to provide one-on-one virtual shopping and consultations. Online customers can connect with a shop assistant and get a real-time virtual tour of a physical store and its products. A similar service is available at Canadian jeweler Jenny Bird, which also provides one-on-one virtual shopping appointments as well as live videos sharing products and styling tips.
Looking to the future, can we expect live-stream shopping to become part of all omni-channel jewelry retail strategies in the US?
Brands are increasingly recognizing that it’s not just a trend, but a crucial element of future-proofing their business models, according to Laryssa Wirstiuk, founder and creative director of Los Angeles-based marketing agency Joy Joya. “It enables a blend of entertainment, education, and immediate purchase capability, which enhances the customer journey,” she says. “This interactive model supports brand storytelling and fosters a deeper connection with consumers, setting a new standard for customer engagement in luxury retail.”
Main image: Watch experts Armand Johnston and Tim Mosso. (The 1916 Company)
