Luxury brands get off to an awkward start with virtual reality

Luxury Swiss watch brand Piaget’s first virtual reality experiment, which takes viewers to a simulated polo match, is a swing and a miss.

The VR experience is meant to promote Piaget’s newest watch, the Polo S (Piaget has been a sponsor of polo events for years). Done with production company Unit9, viewers can strap on Google Cardboard headsets to sit in on a polo match as a spectator or as a player. Online, the game can be experienced through a 360-degree video.