Chopard relaunched its UK website yesterday as a fully transactional ecommerce platform, allowing visitors to purchase its jewellery and watches online.
The UK is the second territory in which Chopard has launched such a website, having launched its ecommerce website in the US two years ago.
The move by Chopard is a bold departure from the default ‘offline’ stance of many luxury brands who insist on instore purchases only.
After fine-tuning for UK customers, www.chopard.co.uk went live yesterday at 4pm offering clear pricing on the vast majority of its products.
The website uses a very recognisable basket and wishlist structure and offers free, insured next day delivery through Royal Mail.
With webrooming, or researching online before buying instore, becoming increasingly popular among customers, Chopard also believes that the introduction of the new website will send customers into its stores and those of its retail partners. Chopard has four brand boutiques in London and a total of 60 doors within the UK.
Chopard are not new to making radical retailing decisions. Late last year it became one of the first luxury jewellery and watch brand to embrace Click and Collect, through Selfridges.