Journal of Innovations

Vol. 4, Issue 1

Beyond the Boutique Experience: Technology in the Traditional World of Luxury Watches

AUTHOR(S)

Zackery R. Maki

ABSTRACT

Information and communication technology (ICT) has reshaped how luxury watch brands communicate heritage, craftsmanship, and emotional meaning to clients. Traditionally, emotional connections in the luxury watch industry have been formed through in-person boutique experiences centered on tactile engagement and personalized storytelling. As digital platforms expand, many clients now encounter brands through digital storytelling, social media, and immersive online tools, raising questions about the emotional effectiveness of these ICT-enabled experiences. This study examines how individuals perceive emotional connection through digital storytelling compared with traditional boutique-based engagement. Survey data were collected from 57 participants across diverse age groups and varying levels of familiarity with luxury watches and analyzed using descriptive statistics. The findings indicate that digital storytelling can create meaningful emotional engagement, particularly as an initial point of brand connection. However, in-person engagement continues to hold distinct emotional value due to its tactile and interpersonal qualities. The results also reveal that many clients view digital and in-person experiences as complementary rather than equivalent. Overall, these findings suggest that emotional meaning in luxury watch branding is increasingly layered, underscoring the importance of integrated digital and physical engagement strategies.  

DOI

https://doi.org/10.62470/4a269321 

CITE THIS ARTICLE 

Maki, Z. R. (2026). Beyond the Boutique Experience: Technology in the Traditional World of Luxury Watches. Journal of Innovations, 4(1), 39-51. https://doi.org/10.62470/4a269321