From February 6 through Valentine’s Day, 150 specially designed limited edition “rose gold love bracelets” were available exclusively on Cartier’s WeChat online store: We-Boutique. Each bracelet cost over RMB30,000 (US$4349) and were on the more affordable end of its jewellery collection. Cartier sent bellboys to deliver the first 88 orders, and the remaining 62 bracelets were to be delivered to their owners with flowers.
The brand’s friend, also one of the most influential Chinese celebrities on social media, Lu Han, reposted Cartier’s campaign information on Weibo, drawing a lot of attention from his fans.
The original Weibo post by Cartier was liked by almost 24,000 users and reposted more than 500,000 times.
Renaud Litré, CEO China at Cartier, told the Financial Times: “WeChat transcends e-commerce and is first and foremost about connecting to our customers. [They can] purchase our collections online, book appointments, check on the status of their online purchase and repair orders, and enjoy easy access to one-to-one communication.”
According to Litré, e-commerce sales provide “a great potential area for future growth”.