The digital transformation of watchmaking

Instagram Live: social media show their limits


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June 2020

Instagram Live: social media show their limits

Numerous players in the watch industry have responded swiftly to the absence of physical encounters by increasing the number of sessions and interviews they host on Instagram. However, the low attendance often observed during these digital events also reveals their limitations, one of which is their ephemeral nature. The digital tap never stops flowing...


his umpteenth “Instagram Live” session was a replay of what is by now a very familiar scenario. A brand sets up a session to present its new products via the watch world’s favourite social network. The brand has more than 100,000 subscribers on its official account. But, even though the programme looks pretty interesting, we can’t help noticing that this online event attracts barely... thirty followers.

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