Transforming a Luxury Watch Event Experience to Deliver Lasting Impressions
A Case Study on Transforming a Luxury Watch Event Experience to Deliver Lasting Impressions
The Context
A renowned watch group had been hosting a prestigious watch event for several years. As the event expanded to welcome over 50 brands, the need to elevate the overall experience became increasingly clear. The group set ambitious objectives: to increase event visibility, double visitor attendance, and enhance the experience to position the event as a hallmark of excellence for both visitors and exhibitors.
To achieve these goals, the group partnered with us to curate an exceptional experience for both visitors and exhibitors, capture real-time feedback on visitors’ experiences and emotions to ensure the event became the most talked-about of the year, identify strengths, weaknesses, and areas for improvement in the event’s execution, and receive actionable recommendations to shape future editions.
The CXG Approach
To support the group in achieving its objectives, we implemented a structured, three-phase approach to elevate the event experience.
Phase 1: Designing the Experience
Co-creation of Signature Event Emotions: In a collaborative workshop, we worked closely with the watch group to define three distinct emotional anchors tailored to the event. These were designed to resonate with both exhibitors and visitors, setting the tone for a meaningful experience.
Behavioral Translation: The identified signature emotions were translated into specific behaviors to be adopted by front-line staff, such as hostesses, stewards, and security personnel, to ensure the emotions came to life throughout the event.
Phase 2: Implementing the Experience
On-Site Coaching: We provided personalized coaching to support staff, equipping them to (1) embody, express, and convey the three signature emotions through consistent, guest-focused behaviors and (2) lead daily briefings for exhibitors, aligning them with the signature emotions to ensure a cohesive experience for all visitors.
Phase 3: Assessing the Experience
Customer Experience Evaluations (CXE): CXG conducted 30 in-event evaluations, primarily engaging millennial visitor-evaluators for its proprietary database to reflect the target audience. These evaluations captured first-hand visitor perspectives and provided actionable insights into the event’s performance and its alignment with the defined signature emotions.
The Outcome
A Unique Event Signature Experience
We co-created a distinctive signature experience that made the event truly stand out. This experience was designed to be emotionally resonant, leaving a lasting impression on both visitors and exhibitors.
Data-Driven Insights and Targeted Recommendations to Enhance Customer Experience
Our analysis provided a comprehensive understanding of key metrics and experience drivers, along with targeted recommendations for future improvements.
1. Key Metrics: Advocacy and Return Intent
- The Advocacy Index, measuring visitors’ willingness to recommend the event, exceeded industry benchmarks.
- Visitors expressed a strong intent to return for future editions.
Additionally, we outlined strategies to convert satisfied visitors into loyal brand ambassadors, strengthening long-term engagement.
2. Deep Dive into Key Experience Elements:
- Signature emotions: Visitors reported feeling inspired, welcomed, and emotionally engaged, affirming the event’s emotional design
- Navigation and Layout: Recommendations were made to improve signage and flow, enhancing ease of movement across the venue
- Support Staff: Interactions with support staff received high praise, validating the impact of CXG’s coaching and behavioral alignment
- Brand Experience: Opportunities were identified to help exhibitors more effectively convey their brand stories and deepen audience connection
- Farewell Moment: A more thoughtfully designed farewell was proposed to ensure the event ends on a high and memorable note
In Conclusion
This partnership transformed the watch group’s event into a standout experience that resonated deeply with both visitors and exhibitors. By focusing on the most meaningful touchpoints along the customer journey, the event now delivers a carefully crafted signature experience, one that strengthens emotional connections, boosts engagement, and elevates the event’s perception within the luxury community.
This successful collaboration illustrates the power of a structured, insight-driven approach. Our methodology demonstrates how brands can turn events into strategic assets that drive lasting impact, loyalty, and differentiation.
CXG is your partner in this transformation. We offer comprehensive services and solutions tailored for event experience design and impact assessment. Contact us today to learn more about how we can help your brand succeed. If you are interested in learning more, please get in touch with our CX Consultants by filling out the form below.
