Why should watchmakers invest in product configurators?

TAG HEUER 3D rendering realizzato da SmartPIxels
TAG HEUER 3D rendering by SmartPIxels

Luxury consumers have a strong appetite for one-of-a-kind items. Therefore, when purchasing a timepiece, they pay close attention to every single detail. Adding an engraving, ornamenting a dial, or attaching a gemstone can contribute to the overall visual effect.


In this article, we will explore which benefits a 3D product configurator can bring to luxury watch brands. In particular, focusing on its relevance when dealing with a highly configurable e personalized timepiece. 

3D renderings for watches: an industry’s revolution

Luxury watches revenues per sale channels
[1] Luxury watches revenues per sale channel

For decades, multi-brand stores have regulated the client relationship, making offline retail il backbone of the industry. Furthermore, the COVID-19 pandemic has intensified the need for luxury watch brands to begin their transition to digital.


E-commerce has experienced a significant increase in the watch industry. According to McKinsey & Company, by 2025 online sales of timepieces will double to $6 billion. They will expand from 5% of sales in 2019 per 15 per 20% [2]. In addition, luxury consumers are demanding a seamless and engaging online shopping experience.


Online luxury watch purchases are becoming progressively popular. In fact, in the last 6 months, 53% of US consumers reported having purchased a premium ultra-luxury watch online [2]. However, purchasing a timepiece on the web might become a challenge with only a few images at their disposal.


In this scenario, a configuratore di prodotti 3D per l'e-commerce may be a powerful tool for your brand. It elevates il customer experiences and boosts loyalty in the era of omnichannel experiences. 

What are the advantages of using an online product configurator for high-end timepieces?

 Photorealistic 3D rendering of Tag Heuer watch

1) Interactive 360° product display


Smartpixels’ configuratore di prodotto 3D allows customers to preview the product they wish to purchase, from all angles. The interactive configurator gives shoppers the ability to zoom in or out while rotating the product visual 360 degrees. In this manner, they have the possibility to focus even on the tiniest of details.


2) Hyper-realistic visuals


Research conducted in Japan reported the preference of consumers for buying watches in-store. One of the main reasons seemed to be the poor quality of online images.

What if, you could have the same hyperrealistic product visuals on your website?


3D technologies have become fundamental tools for e-commerce. This can be explained by the fact that buying is an emotional process. Consumers need to have a sense of touch and feel, even online. Thus, they rely more and more on visual information to make online purchases.

Today, traditional photography is having a hard time keeping it up with customer demands, but 3D renderings might be the solution. 3D photography will allow your customers to see every detail of the timepiece, in an extremely realistic way.

3) Interactive shopping experience

When dealing with a luxury purchase, your consumer will demand an memorabili e coinvolgenti, interattiva, e seamless online product experience.

A real-time 3D configurator offers customers the chance to choose from a variety di materials and to visualize in in tempo reale combinations to create thousands of unique product designs in just a few clicks. By integrating an interactive configurator on your website, your clients will be able to progettare la loro desired timepiece, while living an engaging and personalized experience. 

4) Virtual try-on

Virtual try-on constitutes a unique feature that can highly involve consumers no matter where they are.

Thanks to digital try-on, your customers, will immediately become familiar with the iconic timepiece. They would instantly and easily comprehend the product’s unique features and envisage themselves while using it.

How a product configurator for watches can turn them into artworks?

Immagini 3D di orologi personalizzati di Rolex e Patek Philippe Nautilus 5726
3D visuals of personalized timepieces from Rolex and Patek Philippe Nautilus 5726

Product personalization represents the next frontier for high-end consumption. Across luxury categories, over 80% of customers want some form of product customization [3] . Moreover, according to McKinsey & Company, companies that excel at personalization generate 40% more revenues than average players [4].

High-end watchmakers began to offer a wide variety of customization options to their consumer base as a result of the “build your own” trend within the luxury and fashion industry. These also enhance the younger generations‘ quest for individuality e uniqueness.


Each horology brand might wish to showcase its catalog of products online, including watch specifications, sizes, stacking, and color possibilities for each piece.


An interactive 3D product customizer enables your customers to have the chance to switch e combinare different products’ details. They can customize products’ variants such as watch dial color, hand shape, o del clasps, in order to obtain their unique timepiece.


Advanced personalization techniques are being used across industries, and luxury brands are now being required to meet higher standards. As a result, it appears clear that the watchmaking sector must prioritize highly individualized client experiences as the cornerstone of its digital strategy.


[1]  Statista

[2] https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/state%20of%20fashion%20watches%20and%20jewellery/state-of-fashion-watches-and-jewellery-final.pdf?shouldIndex=false 

[3]  https://www.mckinsey.com/industries/retail/our-insights/personalizing-the-customer-experience-driving-differentiation-in-retail

[4] https://www.mckinsey.com/business-functions/growth-marketing-and-sales/our-insights/the-value-of-getting-personalization-right-or-wrong-is-multiplying#:~:text=Furthermore%2C%20our%20research%20found%20that,over%20%241%20trillion%20in%20value.