If you were in London in late May hopefully you were able to pass Selfridges department store on Oxford Street and participate in the outside window display that allowed you to virtually try on a number of watches from the Tissot T-Touch collection before walking into the store. The touch-screen interactive interface is known as “augmented reality application.” It was created by a London-based company called Holition. The screen allowed potential customers to virtually try on and interact with a number of different watch styles, colors and sizes—as if they were actually wearing a T-Touch collection watch. The virtual watch is brought to life with what the company calls “real time light reflecting technology.” A person using the system was given a paper wristband that, when shown to the camera on the Holition system, allows them to view an image of themselves on a computer LCD screen in the window wearing the chosen watch. The person can experience the different designs of the watch by twisting his wrist.
You should be seeing more of this technology as the company is working with several luxury jewelry and other high end fashion houses. If you missed the live promotion, below is a video demonstration of the technology.