Aurum retailer moves into online retail after 12-month development.
Aurum Holdings’ watch retailer Watches of Switzerland last week launched its transactional site, two-and-a-half months after the company announced it was due to begin selling fine watches online.
Watches of Switzerland offers timepieces by brands including Audemars Piguet, Breitling, Panerai and Rolex. The move into online retail is part of Aurum’s strategy to develop a strong multi channel offer as the company seeks out ways to improve their customers’ shopping experience.
To date the website has showcased brands available in store, while featuring extracts from Calibre, the company’s twice-yearly watch magazine as well as buying guides. Now it will offer consumers the chance to shop around 50% of the retailer’s range.
Over the past year, Aurum has focused on investing in its e-commerce offer, introducing a number of key initiatives such as click-and-collect services, as well as enhancing the transactional aspects of Watches of Switzerland’s sister retailers goldsmiths.co.uk and mappinandwebb.com.
Ruth Benford e-commerce and marketing director for Watches of Switzerland said: “We are extremely excited about the launch of this unique transactional website, as we continue to invest in our e-commerce platforms to enhance our customer offer.
"We wanted to provide our customers with a rich content experience, giving them a similar high end shopping experience that they would otherwise get in store. We are very encouraged by the response we have had to date and are confident both our customers and brand partners will be delighted with this innovative concept."
Watches of Switzerland was founded in 1924 and currently operates from 15 stores. Aurum has also launched its new concept Goldsmiths Boutique, an entry-level retailer for consumers looking to spend less than £100 on jewellery and watches. The first Goldsmiths Boutique opened last month at London’s Westfield Stratford shopping mall.