Do you remember the original iPhone keynote? It shook the world and deservedly so, and not just because it was such a groundbreaking product.
With so many watch events (all of them?) being cancelled it makes sense for the big brands to announce their new models online. It would also make sense to invest heavily in online ‘events’ that would drag potential buyer in and create as much hype as the industry already generates.
There is a huge problem in that for watches you need to feel them and wear them to truly understand what they are like (images and videos never give you that), and of course the people writing about said watches need to handle them as well.
Ignoring all of that I believe that Rolex, Omega etc could get a lot out of big online moments and potentially it is the only option they have this year.