Swiss watchmaker, Tissot, has launched the first augmented reality window display at Selfridges London, which allows consumers on the street the chance to virtually ‘try-on’ a 3D watch from Tissot’s pioneering T-Touch watch collection. The technology - activated using a paper wristband - enables users to see themselves wearing the watch on large screens in the window of the store.

With 28 different variations to choose from, consumers will be able to try a selection of styles and select the finish and colour of their wristband from the Touch collection, including the new Sailing Touch, T-Touch Expert and Sea Touch. As well as seeing how the watch would look on their wrist, they will be able to experiment with the touch screen features of the watches, including the diver functionality of the Sea Touch and the altimeter, meteo, compass and thermometer of the wider ranges.  All the watches will also tell the correct time in digital and analogue format, and each day one person will win their own T-Touch by answering a question prompted on the screen, chosen at random.

The augmented reality application is a unique fully interactive experience, allowing consumers to try on and interact with the watch. It is brought to life with a unique real time light reflecting technology that enables the consumer to experience the different facets of the watch and its design at the twist of their wrist. The technology will be activated on the screens by a paper wristband bearing the Tissot T-Touch ‘T’. The bands will be given out by staff outside Selfridges on Oxford Street.

If consumers want to virtually ‘try-on’ the watches from the T-Touch range, they can do so easily without leaving the house. All that is required is a computer and a webcam – go to www.tissot.ch/reality and download the wristband to get started.

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