Augmented Watch, the new innovative display invented by Dietlin exclusively for Audemars Piguet.

A perfectly presented product over which the visitor chooses to slide an iPad, switching from presentation to exploration in a single click.

The idea took shape after seeing a video clip by Philippe Katerine. Augmented reality applied directly to watchmaking without any intervention by the visitor. The iPad enables you to see the product for real in a single click or to apply filters enabling you to explore it in detail.

In a boutique, the most important experience is discovering the product on your wrist. The Augmented Watch concept reflects this and enables the visitor to explore the product by means of an iPad which is slipped over the timepiece, physically inserted into a niche.

By navigating through the application, the visitor can slide the iPad wherever they want around the product, moving from presentation to exploration. The menus available make it possible to enlarge, turn, zoom in on the product and return to the physical version on request. An access code offers the possibility of releasing the product to put it on your wrist.

The iPad has several functions: it allows filters to be applied to the product placed just below it or provides a technical description when placed on the side. It also allows the product to be made safe by closing up. And as is often the case at Dietlin, a stealth system monitors the product: don’t get too close as the detectors will close the case automatically to protect the timepiece.

With this concept, the idea of “phygital” takes on its full meaning. The product remains the key element of the experience while the digital aspect offers an augmented experience to go that little further.

The iPad is a perfectly adapted digital tool: tactile, acoustic and adaptable to every country in terms of time zone and language. It is also a tool which evolves over time: the application updates in only a few minutes to offer an original experience in a few weeks.

This original concept was launched in more than 20 countries on the same day, 10 April 2021, to present the partnership between Audemars Piguet and Marvel. Some 25 showcases were deployed around the world to present the brand’s new model to watchmaking aficionados. Kept secret until the last moment, this new model could only be discovered by means of a confidential code.