Jura Watches: Augmented Reality - The World’s First Virtual Watch Application

London, United Kingdom, February 21, 2010 --(PR.com)-- Jura Watches's Augmented Reality (AR) application allows potential customers to "try on" a watch whilst sitting in front of their PC. This in-house developed, virtual watch technology has been written from the ground up and is designed to seamlessly integrate with the web site. Unlike previous AR applications, visitors to the web site won’t have to download and install a bespoke application. Alastair Laidlaw, Co-Founder of Jura Watches comments, “This is a key step forward in offering our customers an even better online experience: They can now choose to view high quality 360 degree photography, zoom in on ultra high resolution 2-D images or see what the watch would look like on their own wrist; all from the comfort of their own home.”

How does it work?
The aim of Augmented Reality is to create an experience that closely represents what would be achieved in the real world by combining live video with computer generated images. In this Virtual Watch application, a selection of watches has been modeled in 3-D. To see what a watch would look like on the wrist, an online customer simply prints out a marker, places it on their wrist and holds this in front of the users web camera. An image then appears showing the customer ‘wearing’ the watch.

By no means perfect.
Augmented Reality is still in its infancy and today has significant limitations. Image quality is good but not faultless and it is always going to be difficult to render a 2-D object in to a perfect 3-D representation. A number of factors will also affect the user experience including the processor speed of the computer, the resolution of the web cam and the lighting in the room. Further technical developments are expected within 12 months, and these will not only improve the image quality and the user experience on PCs, but there will also be major developments that will allow the application to be used on mobile devices.

Laidlaw continues, “The first time you see it working is a real 'Star Trek' moment. I clearly remember the time before broadband became ubiquitous and mobile phones were for the elite. I am certain that augmented reality will soon become an integral part of the way we consume and evaluate information online. I hope that our Virtual Watch Application will bring pleasure to a good number of watch enthusiasts and may help some of our potential clients gain a better understanding of what a range of different watches would look like on the wrist: Potentially helping them make a more informed buying decision.”

Balvinder Singh Powar, Watch Lover and Founder of Spain’s Cronotime remarks, “Thanks to Jura’s fresh approach, innovation and dynamism, they have rapidly established themselves as pioneering leaders in the wristwatch market place. This is largely due to their intense customer service focus and continued championing of cutting edge brands to a wider audience using revolutionary multimedia and web technologies both in store and for those visiting from the comfort of their own homes. From the world’s largest plasma screen to sophisticated online imaging tools, the Jura experience is an unforgettable adventure for the watch lover, wherever you are. Join the club - relax, enjoy yourself and trial run your dream watches.”

Jura’s Virtual Watch application can tested here: www.jurawatches.co.uk/virtual-watch.asp

There is also a set of FAQs, as well as step by step instructions.

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For further information, or feedback contact: Alastair Laidlaw on 0800 011 2704 or email Alastair.laidlaw@jurawatches.co.uk

Editors Notes:
Jura Watches is renowned for its pioneering approach to the selling of luxury watches online. Since launch in 2007 Jura Watches has become the No.1 independent retailer for over half of the brands that it represents. The flagship store is located at 3 Burlington Gardens, London W1S 3 EP Tel: 0800 011 2704, and its sector leading ecommerce web site is: www.jurawatches.co.uk . A wide range of photography available upon request.