It’s no shocker that social is now integral to any marketing strategy worth its salt – a lesson even the most exclusive luxury names have had to learn. But as brands continue to find their place in the social landscape, high-end watchmakers are finding nothing quite beats an upload to Instagram.

The luxury goods market is worth €224 billion, so it’s no surprise that when it comes to change, many top-tier brands see no point in fixing something that doesn’t seem broken. But has a conservative approach to brand messaging grown stale? And how does luxury fit into a world of tweets and likes?

Natalie Massenet, founder of Net-a-Porter, has been touted as ‘the woman who changed the way we shop’. Now, she’s at it again. In a bid to take a slice of the 36% of online purchases made via mobile, Massenet is launching The Net Set; the world’s first mobile, shoppable social network.

Many luxury brands are moving away from heavily branded items to explore a more subtle, luxurious aesthetic. But Gucci is going in the opposite direction, running an Instagram campaign featuring work from a range of independent artists, all inspired by Gucci prints.