PARIS — Watches of Switzerland is launching a “see now, buy now” program to coincide with the Watches and Wonders Geneva honest, with plans to bulk up the launches with in-person and digital occasions.
This story first appeared within the April 7, 2021 subject of WWD. Subscribe Today.
“It’s all part of giving the customer something special that they won’t find anywhere else,” stated David Hurley, government vice chairman of the Watches of Switzerland Group.
The retailer will showcase novelties from labels like H. Moser, Tag Heuer, Tudor and Ulysse Nardin at its SoHo retailer in Manhattan, and have content material on its U.S. web site in addition to its new Instagram account, @watchesofswitzerland_us.
The rise of digital channels has added strain on retailers throughout industries to rethink their distribution methods and relationship with brick-and-mortar areas — the watch business included. One subject that has dogged the sector is the time lag between when new fashions are proven and the second they hit shops. Following months of disruptions and delays of product launches because of the pandemic, a variety of watch labels are seizing the chance to promote timepieces as quickly as they’re revealed to the market.
Watches of Switzerland will present a number of of the timepieces which can be being launched throughout Watches and Wonders Geneva, with some obtainable for buy instantly whereas others might be preordered for supply throughout the month.
Watches of Switzerland, which snatched up watches and jewellery retailer Mayors in 2017, is a relative newcomer to the U.S. It has labored to refurbish the retail community and arrange shops in SoHo and Hudson Yards, in New York City. It additionally recruited a variety of high-profile positions together with Kelly Yoch, a Tiffany & Co. government identified for her work with the jeweler’s Patek Philippe partnership. Yoch, director of shopper relations on the retailer, will focus on novelties from the honest together with her longtime shopper Bethenny Frankel on Thursday as a part of the digital content material supplied by Watches of Switzerland.