Screen Shot 2015-01-21 at 4.15.51 PMThe 25th annual Salon International de la Haute Horlogerie (SIHH) is taking place this week. We take a look at how brands are using Instagram at the event:

Cartier posts several photos of intricate watch details with the quote ‘Innovation Comes First.’

Montblanc posts ‘Shows you the night sky above the Cape of Good Hope,’ which refers to a picture of stars inside the face.

 

 

 

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Jaeger-LeCoultre has the most extensive Instagram strategy of all brands during #SIHH2015, opening the first day with a video of its latest creation followed by 13 posts throughout the event. Examples: ‘The Rendez-Vous Moon opens up a new chapter in the catalogue of #watch #complications for ladies.’ And ‘From earth to moon, the Duomètre  #SphérotourbillonMoon #watch balances aesthetic harmony with precision.’

 

 

 

Screen Shot 2015-01-21 at 4.56.12 PMTwo of Piaget’s three posts for #SS15 focus on waking up, or starting the day with Piaget.

Torneau displays good sportsman ship by posting a photo of a Jaeger-LeCoultre watch: Master Ultra Thin Tourbillon.

RADO is absent from the event (at least on social media), evident by a watch selfie across from the World Expo Building in Shanghai today.

 

 

Watches & Jewelry brands are beginning to recognize the value of Instagram. As of now, 86% of brands are present on the platform vs. just 43% in 2012. And while community sizes are smaller than on Facebook, engagement rates are 5x higher. The graph below from the Digital IQ Index: Watches & Jewelry shows how brands fare in followers and organic mentions.

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