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From calibres to column wheels, the complexities of watch making are becoming increasingly difficult for consumers to understand and for sales associates to communicate. The Fondation de la Haute Horlogerie has devised a way to solve this problem with watch@tablet, an interactive touch screen PC with diagrams, pictures, videos and short explanations of watchmaking's most complex concepts and movements. The sales associate or consumer can instantly summon information that is brand specific, general, historic or technical, with links to 3Q FHH member brands. The program is loaded with entertaining animations, videos, charts, diagrams and photos that inform while generating interest in fine watches. It includes an exploded view of a mechanical movement and an explanation of each part, plus 1 1 documentaries on watch making's métiers d'art. Content automatically updates when the batteries are charged via a wired Internet connection that also sits on the sales counter. Sales associates can download training material directly from the brands. The Fondation de la Haute Horlogerie supports 30 high-end member brands with public relations support, exhibitions, workshops and sales training, and recently implemented an advertising campaign to discourage the public from buying counterfeit watches, with a slogan that reads: "Fake watches are for fake people." According to Emmanuel Schneider, watch@tablet project manager, "Part of the strategy behind Watch@tablet is to replace the need for consumers to search the Internet for information on watches by focusing it at one source. "We want to help the retailer keep the sales Ln the store."
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