Xboxist

Watch Maker Experiments With Augmented Reality

Swiss watch company Tissot may have been around since 1883, but the company is experimenting with some decidedly 21st century technology for a new marketing effort. The decadent Selfridges department store in London is hosting a new augmented reality shop window that allows customers to see the entire Tissot watch line on their own wrists -- without even having to enter the shop. The system works by having potential buyers attach a plastic bracelet on their arm where the watch would normally sit. A fancy computer linked to a camera replaces a 3D rendering of the various watches on the customer's wrist in realtime and feeds the result to a television display. The technology is somewhat similar to what is used to make playing cards come alive in Eye of Judgment for Sony's Playstation 3 video game system. Imagine being able to stand in front of a mirror and have the computer select an outfit for you, or try out different hairstyles before committing to the stylist's scissors. Augmented reality seems ready to burst from the world of video games and out into the real world.

You can also check out www.tissot.ch/reality to download the application at home and experience the Tissot Touch collection on your wrist.