Vacheron Constantin

Marc Montagne’s strategic marketing skills and his ability to  leverage the capabilities of technology in business have helped  him lift the digital marketing standards in the industry. By  combining his proficiency in engineering and business into the  world of e-commerce, he is transforming the way brands are  positioned in the market.

In an interview with MarTech Outlook Europe, Montagne shares  his insights on the evolving trends and technologies within the  digital marketing space. 

Can you provide a brief overview of your journey and  your current role as the head of digital marketing and  e-commerce at Vacheron Constantin?

 I come from an engineering and business background and  graduated from Paris. After working in the tech industry in  Paris, particularly at PayPal, I followed my true passion and  transitioned to a role in the watchmaking industry. I joined  Jaeger-LeCoultre in a digital role focusing on mobile apps,  websites, newsletters, and digital marketing. I moved to  Vacheron Constantin six years ago, serving as digital marketing  and e-commerce head. 

My responsibilities encompass managing social media,  websites, and online sales through various channels, including  our phone-based concierge service and partner websites  distributing our products. I recently published a book on watch  investment, further reflecting my deep involvement in the  industry. 

What are some of the significant challenges hindering  the implementation of digital marketing strategies in  the business today? 

Considering the differences in digital platforms across  regions, local relevance becomes crucial in digital marketing.  Understanding the global landscape and adapting to various  platforms to align with the company’s brand positioning  strategies is challenging. In addition, we face the task of  translating the organization’s distinctive history onto different  platforms, which is challenging due to differences in their  purpose, features, user base, and technical constraints.

"Social Media Content Has Evolved  From Static To Text To Images  And Videos. While The World Is  Experiencing Digital Fatigue, Live  Streaming Remains A Valuable  Marketing Tool For Connecting  With Customers And Enthusiasts  Worldwide"  

On the e-commerce front, we grapple with logistical  constraints such as stock limitations, especially for highdemand  and hand-made products. Additionally, the expensive  nature of hard luxury goods we sell often necessitates  accepting various payment methods. This can be incredibly  difficult when dealing with high-value transactions due to  credit card limitations. 

What are some of the latest technological trends  impacting today’s digital marketing space? 

One of the significant trends impacting the industry is live  streaming. It offers a dynamic way to engage with audiences,  bridging geographical distances and creating authentic connections. In Asia, particularly China, live streaming has  gained immense popularity in various sectors, including luxury  goods. Another game-changer is artificial intelligence, which  holds tremendous potential for content generation, data  analysis, and operational enhancements. Its possibilities seem  boundless and are poised to transform the industry and our  lives. 

How are these trends shaping the future of digital  marketing in the luxury goods market?

 Live streaming enhances the video-centric approach already  adopted by social media platforms, providing an interactive  and real-time dimension. Social media content has evolved  from static to text to images and videos. While the world is  experiencing digital fatigue, live streaming remains a valuable  marketing tool for connecting with customers and enthusiasts  worldwide, especially given the limitations on travel and  physical interactions. 

AI is becoming increasingly accessible, and as customers  expect AI-driven personalization and enhanced services,  businesses must adapt to stay competitive. E-commerce  activities have been extensively rising and creating  competition in the market with the increasing popularity of  the Amazon effect, offering next-day delivery for a wide range  of products. 

What advice would you give to aspiring individuals  looking to build a career in digital marketing and  e-commerce? 

Digital marketing tools are readily available and often free,  allowing experimentation and creativity. It’s a field where you  can test different strategies in your leisure or working hours.  Stay up-to-date with trends, but also stay critical and use data  to understand the effectiveness of what you are doing because  it’s easy to be distracted by the new social platforms. Leverage  the vast resources, such as YouTube channels, social media  groups, books, and podcasts, to expand your knowledge.  Above all, passion for the industry is the key. Attend events,  engage with professionals, delve into online resources, and  embrace the industry’s unique opportunities.