Thanks to web 2.0, trying on and purchasing watches and fine jewellery has gone beyond the confinement of the traditional luxury boutique, conquering a new territory. It is now possible for potential customers to try items on virtually in the comfort of their own home, swapping even gemstones at the touch of a button.

That is what Holition is all about, a 3D virtual reality application launched at London’s Coutts jewellery week and which, according to its makers, will revolutionise the way we shop.