Hamilton to sell direct to consumers in US

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Watch brand says it has no plans to replicate direct sales in the UK.

Watch brand Hamilton will begin selling its watches directly online in the US in April, Professional Jeweller can exclusively reveal.

The Swatch-owned watch brand famed for its Hollywood connections will start up an e-commerce site in the States that will allow it to sell its watches directly to consumers in addition to traditional independent retailer channels.

Hamilton brand president Sylvain Dolla told the magazine: “There are brands that see the internet as a risk but we see it as an opportunity.”

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Dolla said that Hamilton has no plans to start selling its watches direct to consumers in Europe, where it said that its website acts as a marketing tool for the brand only.

Hamilton has invested heavily in its web presence and in September launched online tool the Hamilton Uni, which provides online training and information on watches that can be accessed by professionals in the trade and consumers alike.

To read more about Hamilton’s plans for 2011 you can read our exclusive interview with Sylvian Doll in the March issue of WatchPro, the new pull-out magazine within Professional Jeweller dedicated to the watch trade.

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