Ahead of his panel appearance at Digital Marking Evolution, Michele Lo Forte of Breitling, explains why brands can not fully automate the luxury experience, as it “is about emotion”.
With the retail industry rapidly embracing digital transformation, how do you see these changes shaping the future of retail, and in what ways are you leveraging new technology as a brand?
Digital transformation is reshaping retail, and at Breitling, we see it as an opportunity to elevate the customer experience across all touchpoints.
We’re investing in technologies that connect e-commerce and physical retail to create a seamless omnichannel journey.
At the same time, we ensure that our digital presence reflects the essence of our brand—our heritage and strong identity—so that every interaction, online or offline, tells the Breitling story.
Ultimately, our digital platforms are not just for transactions, they’re a space to inspire, connect, and build lasting relationships with our community.
As AI increasingly dominates customer interactions, how do you think brands can balance AI-driven automation with authentic human engagement?
While AI can enhance efficiency and personalisation at scale, I believe that authentic human connection remains at the heart of any luxury experience.
At Breitling, we see AI as a support tool, not a replacement. It helps streamline certain touchpoints, but we’re careful to preserve the human touch where it matters most: in storytelling, in service, and in building relationships.
For example, we may use automation to guide a customer through part of their journey, but we ensure there’s always the opportunity to connect with a real person—whether that’s a sales advisor, a concierge, or a brand ambassador.
Luxury is about emotion, and emotion can’t be fully automated.
How do you think brands can best leverage AI-powered search engines, social platforms, and emerging channels to ensure they stand out?
To stand out in an increasingly AI-driven digital landscape, brands need to focus on relevance, consistency, and authenticity.
AI-powered search engines and social platforms prioritise content that resonates—so it’s essential to produce high-quality, brand-aligned storytelling that performs across channels.
At Breitling, we ensure our digital content is optimised not just for algorithms, but for people, reflecting our heritage, values, and unique point of view.
Ultimately, it’s about being discoverable, but also unforgettable.
In light of privacy regulations and the decline of third-party cookies, how can brands best maintain targeted advertising and customer insights?
With the decline of third-party cookies and stricter privacy regulations, brands need to shift toward a more transparent, value-driven approach to data.
At Breitling, we focus on building direct relationships with our customers through first-party data, collected via our own platforms, with clear consent, and in exchange for meaningful experiences.
This allows us to deliver personalised communication while respecting privacy.
In the long run, trust and relevance will be the most powerful drivers of engagement.
In your opinion, what are the greatest Incentives for cross-brand partnerships and what advice would you offer brands looking to identify the right collaborators?
Cross-brand partnerships offer a unique opportunity to reach new audiences, generate cultural relevance, and create fresh storytelling around a brand. But the greatest incentive lies in authenticity, when two brands share values, aesthetics, or communities, the collaboration feels natural and adds real value for the customer.
At Breitling, we look for partners who complement our brand DNA—whether it’s through shared craftsmanship, lifestyle positioning, or a common commitment to innovation and purpose.
My advice: start with the ‘why.’ A successful collaboration isn’t just about exposure—it’s about creating something that neither brand could do alone, and that resonates with both audiences. If the partnership tells a great story and feels true to both identities, it will stand out.
In an era of ‘evolving platforms, algorithms and digital consumption patterns, how do we meaningfully measure success and is consistency possible?
In today’s fast-evolving digital landscape, measuring success requires a combination of both quantitative and qualitative metrics. While KPIs like engagement rates, conversion, and ROI remain important, we also focus on long-term brand health, customer loyalty, brand sentiment, and advocacy.
The challenge is adapting to new platforms and algorithms while staying true to the brand’s core values. Consistency is possible, but it requires a balance between agility and alignment with your brand’s identity. At Breitling, we measure success by how well we connect with our audience across different channels while maintaining a cohesive brand experience that reflects our heritage, quality, and innovation.
Ultimately, success isn’t just about short-term metrics; it’s about creating sustainable relationships with customers and ensuring that each touchpoint reinforces the brand’s promise.
Michele Lo Forte will be speaking at Digital Marketing Evolution on 14 May 2025. He joins the Next Commerce: The Future of Digital Commerce panel with speakers from Philip Kingsley, Nip + Fab, Anicca Digital and Digital Juggler.
See the full agenda, and register here.
Stay informed
Our editor carefully curates two newsletters a week filled with up-to-date news, analysis and research, click here to subscribe to the FREE newsletter sent straight to your inbox and why not follow us on LinkedIn to receive the latest updates on our research and analysis.