Tissot is a Swiss watch brand who has emphasized new technology to build superior timepieces, this is evident when you wear one. The brand, est. in 1853, also understands that using new (online) technology can help them communicate more efficiently with buyers. They recently launched an Augmented Reality app on their e-commerce sitewww.shoptissot.com where consumers can try on virtual watches. The video demonsrtaion is below. This is the BEST use of AR that we have seen out of a consumer luxury brand by far.