Selfridges debuts first-ever augmented reality window display


Selfridges is to display an augmented reality promotion in its London Oxford street store, showcasing the Tissot luxury watch brands. The display has been created by Holition, a 3D augmented luxury retail brand technology provider. The campaign will promote Tissot’s new Touch collection of watches.

The two week interactive touch screen window display will feature at Selfridges department store on London’s Oxford Street, one of the highest footfall areas in London. From this week consumers will be able to virtually `try on` a 3D watch and interact with the innovative features of the entire Tissot Touch range without even entering the store.


Designed to allow Tissot to engage with a new digitally aware consumer audience, Holition’s augmented reality application is a unique touch screen active experience, allowing potential customers to `try on` and interact with a number of different watch styles, colours and sizes, as if they were really wearing a Touch collection watch.

The ‘virtual watch’ is brought to life with a unique real time light reflecting technology that enables the consumer to experience the different facets of its design at the twist of their wrist.

The Selfridges display will enable consumers to `try on’ watches from the Tissot Touch collection outside the store in Oxford Street through a fully interactive touch screen, simply by using a paper wristband which, when shown to the camera on the Holition system, enables them to view the image of themselves on a computer LCD screen in the window `wearing’ their chosen watch.

Wristbands are being handed out for free outside Selfridges between 9am and 9pm for two weeks from Thursday May 13th or can be downloaded and printed at

Consumers are also eligible to enter in-store for the chance to win a Tissot watch every day throughout the two week campaign.

With 28 different variations to choose from, shoppers on Oxford Street will be able to sample a selection of models, dials and strap combinations across the Touch collection, including the new Sailing Touch, T-Touch Expert and Sea Touch.

As well as seeing how the watch would look, consumers will be able to experiment with the different watches’ touch screen features, including the diver functionality of the Sea Touch and the altimeter, meteo, compass and thermometer of the other ranges – each virtual watch will even tell the correct time on both digital and analogue displays.

Informative videos showcasing the unique features of each style run alongside the visual of the watch on the wearer’s wrist.

Lynne Murray, Holition Brand Director, commented that; “we are excited to be part of such a step-change in the luxury watch market’s approach to its customer relationship. Using fully immersive augmented reality, Holition is enabling upmarket brands to remain cutting edge and experience a much higher level of consumer engagement with the product.”

Jonathan Chippindale, Holition Marketing Director comments; “Augmented reality is providing brands with exciting new marketing tools with which to target their consumers. Tissot is a genuine early adopter of this technology and has cleverly integrated it throughout their marketing plans to create awareness, drive traffic on-line, enable footfall for its retail partners and a fantastic PR opportunity through their partnership with Selfridges.”

View a video of how the technology works here:

<< Back to today’s Digital Intelligence news

Copyright ©2000-2019 Digital Strategy Consulting Limited | All rights reserved | This material is for your personal use only | Using this site constitutes acceptance of our user agreement and privacy policy