Tatler Asia and GMT connect watch enthusiasts with new content platform

Luxury media group Tatler Asia and Swiss watch publisher GMT have joined forces to launch a new content and community platform “Tatler GMT” to connect watch enthusiasts in Asia through immersive experiences and provide them with educational content that dives into the artistry, craftsmanship and captivating world of horology.

Combining the expertise of both brands, Tatler GMT will curate personalised content such as CEO interviews, in-depth reports on new novelties, breaking industry news, and compelling stories that delve into the communities of watch collectors and enthusiasts. Social media and video content will be an integral part of Tatler GMT, as will curated events that provide information, entertainment and relationship-building to attendees. The platform is launched in Hong Kong this July and will be launched in Singapore, Taiwan, the Philippines and Malaysia. 

The expanded content and events portfolio offered by Tatler GMT will offer advertisers access to a new audience of qualified watch enthusiasts actively seeking knowledge and compelling storytelling to enrich their collections, according to the release.

In a conversation with MARKETING-INTERACTIVE, Tatler's spokerson said in order to engage with a wider audience, Tatler GMT will publish digital content on TatlerAsia.com under the watches verticaland will feature across Tatler's regional social media channels. The print publication will be quarterly. The magazine debuts in Hong Kong in July, followed by releases in Malaysia, Singapore, the Philippines, Taiwan and Indonesia.

Anchoring the platform is the Tatler GMT Watch Club, a community hub that offers members regular events across Asia. These gatherings provide a unique opportunity for watch aficionados to connect, exchange ideas and contribute to the platform's growth, establishing a direct relationship with Tatler's editorial team. Past Tatler GMT Watch Club events have featured exclusive networking opportunities at Tatler House, workshops with watch specialists and private collector showcases.

Commenting on the partnership, Michel Lamunière, chairman and CEO of Tatler Asia, said, “The launch of Tatler GMT establishes a dedicated platform for our watch enthusiast community to connect, as well as learn and share knowledge, ultimately empowering our audience to make informed decisions and gain exclusive access to horological experiences of the highest calibre.”

Meanwhile, Brice Lechevalier, GMT’s founder and editor-in-chief, added, “GMT sought the best partner to establish a presence in Asia, and we found precisely that in Tatler. The alignment between celebrating the best of Asia and showcasing the finest watchmaking provides both brands and our clients with abundant opportunities to engage with watch enthusiasts throughout the region.”

“Client feedback has been exceedingly positive, with numerous brands eager to engage with high-net-worth individuals and Asia’s affluent Gen Z through video content series, thematic advertising and immersive events that bring watch and horology narratives to life,” said Geraldine Beh, managing director of Tatler Malaysia. “We are thrilled to collaborate with the region’s leading watch brands and luxury advertisers, crafting innovative and forward-thinking regional campaigns that prioritise community and creativity.”

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