3 new horology Instagram accounts to follow
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Today's Insta-age proves that even haute horlogerie heavyweights aren't exempt from the vagaries of social media. Shoutout to millennials aside, going with the digital flow allow brands to give the world an insider peek into their patrimony and processes, on top of first looks at new launches. Plus if the numbers have proven anything, it's that the trend of Instagram isn't abating any time soon — and the more followers you have, the better your visibility and relevance in the grand scheme of retail. So whether you're a diehard horophile or just dipping your toe into the pool, here are three new Instagram accounts to bump up your haute horlogerie feed:
1. Vacheron Constantin, @thehourlounge
An offshoot from The Hour Lounge forum, frequented by collectors, clients and fans of the maison, this is the first watch manufacturer-run social media platform that's dedicated solely to vintage timepieces. Showcasing museum pieces, archive documents, early advertising, and vintage-related watch news, followers can also expect interactive content from Christian Selmoni and Alexandre Ghobti — Vacheron Constantin's style and heritage director, and founder of The Hour Lounge forum respectively. Industry influencers, collectors and watchmakers will also contribute in the form of stories, takeovers and live videos.
Official hashtags: #VintageVacheron
2. Officine Panerai, @panerai_sea
If you're as particular as we are when it comes to your news sources, you'll be pleased to know you can now get localised Panerai content from the brand's new account, dedicated to the Southeast Asian region. Launched by the maison's Singapore office, look forward to curated updates including stylised #WOTDs (watch of the day), snapshots of the maison's relationships with several artistic institutions and regattas, as well as interesting factoids on the brand's most iconic watches.
Official hashtags: #PaneraiSEA, #PaneraiVibes
3. Bell & Ross, @bellross_chronology
The companion account to @bellrosswatches, this is the brand's secondary handle and is conceptualised as an official online catalog. Shared by creative director Bruno Belamich, "the idea with this new account is to be able to share the vision of Bell & Ross and its collections from a chronological point of view." From official images of the brand since its beginnings to visuals of the new Bellytanker watch — and its concept car designed by Belamich — this is the Insta version of a reference encyclopedia on Bell & Ross' history and all its instruments.
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