April 2021 To appeal to collectors and beyond, replicating the physical experience online is a new imperative for the watch industry. The Covid-led lockdowns, the rise of e-commerce and the proliferation of digital conferences call for new technological solutions. A neologism is now on everyoneâs lips: âphygitalâ. The scope for progress is immense and many initiatives are being launched, all trying to convince us that this is not just a pipe dream. I n little more than a year, the pandemic has revolutionized the way we experience watches. We have seen the appearance of the first major virtual horological fair with Watches & Wonders, bringing together some 40 watch brands around a common event. We spend our days watching presentations on Zoom, Teams or Skype. New applications such as Clubhouse, based on more or less spontaneous audio âconversation roomsâ, have taken off in a big way.