Hermes pop-up on WeChat introduces smartwatch

A Hermes pop-up store, its first on WeChat, features a 13-second promotional video for its new Eperon d’Or Hermes x Apple smartwatch.

The French luxury brand is offering six options of wristband, each based on a classic Hermes scarf pattern.

When clicking on “read more” at the bottom of the post, readers are taken directly to Hermes’ watch collection page which offers a detailed view of six models. The prices range from RMB8988 (US$1354) to RMB10,988.

Buyers need to register an account on the site to track the order, and use WeChat Pay to complete deals.

The pop-up ends on November 5.

Meanwhile, Hermes sales in Asia Pacific, excluding Japan, have grown by 14.3 per cent year on year. Its WeChat experiment indicates the brand has taken a significant step toward digital marketing, reports CIF News.

CEO Axel Dumas says Hermes has excellent sales track records in China, and has expanded from major cities, gradually developing in  growing centres such as Chengdu and Hangzhou.