Jewellery and watches to be presented in dazzling detail.
Dior will launch an impressive online platform for its jewellery and watches tomorrow when it unveils a brand new website packed with HD videos, images and 3D product details.
The luxury French label will bring all of its facets – beauty, jewellery, watches, haute couture, ready-to-wear fashion and accessories – under one virtual roof when the site launches at dior.com tomorrow.
The website has been a year in the making and represents a huge investment in online by the famous brand.
Haute joallerie from the brand, such as the Incroyable et Merveilleuse Grenouille diamond ring, can be viewed in dazzling detail, rotating to sparkling effect.
While the website has an overarching grey colour palate Dior head jewellery designer Victoire de Castellane has been brought in to design the jewellery sector of the website to reflect her tastes and inspirations. She has chosen to display the jewellery shown on the site next to taxidermy birds or atop miniature furniture, similar to how it is displayed in bricks-and-mortar Dior boutiques.
Watches also have a dedicated section of the site, where fans of Dior’s timepieces can view a selection of models in detail.
The website will have some limited e-commerce functionality but Dior president and chief executive Sidney Toledano said that the real reason behind the launch of the new website, which – to give an idea of the scale of the site – has more than 80 videos in the overview section alone, is to engage younger consumers and to reinforce the luxury and couture roots of the Dior brand.
Dior is also planning to add a digital magazine to the website, which will be compatible with iPads and iPhones, later in the year.
The website will launch tomorrow, but for a sneak preview you can view the video below.