Aurum watch retailer to start selling online by October.

Watches of Switzerland will add an e-commerce function to its website and start selling watches online by October.

The move by Aurum could bring a very strong competitor into the online retail watch market thanks to the retailer’s enviable relationship with brands such as A Lange & Sohne, Zenith, Rolex and Patek Philippe.


At present Watches of Switzerland has an information-only website but will upgrade this to a transactional site that is due to go live in October.

Aurum chief executive Justin Stead told Professional Jeweller that online retail is a crucial part of the watch and jewellery retail group’s strategy. The group already sells online under its two other fascias, Goldsmiths and Mappin & Webb, and launching Watches of Switzerland into the online space will give it a complete online offer.

As well as launching Watches of Switzerland online, Aurum has plans to continue to develop its existing online offers, particularly that of Mappin & Webb.

“We are going to develop the online environment and we have already re-skinned the [Mappin & Webb] site,” said Stead. “We have a booming online business for Goldsmiths but Mappin & Webb has been a slow burner.”

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