Online aid to push Swiss watches

Posted September 14, 2010 | By Sonia Nair

Watches of Switzerland has launched a ‘watch-finder’ tool on its revamped website in an effort to educate Australian consumers about the value of Swiss watches.

The retailer has launched the website function, which will provide up-to-date information on all the watch brands it stocks as well as the industry more generally, to tap into pre-sales research conducted by shoppers online.

The retailer’s managing director Eric van der Griend said, “With over 90 per cent of Australian consumers searching online before they buy, it is essential that we cater for those looking to buy a Swiss watch in this way.”

Watches of Switzerland claims the watch-finder tool is the first of its kind in Australia. Consumers are able to browse more than 120 Swiss watch models according to the categories of brand, gender, classification, material and price.

The revamped website, www.watchswiss.com, also features a ‘What’s new’ blog, where the retailer will publish the latest industry developments and product releases.

Although the United States, Middle East, China, India, Japan, Italy and the United Kingdom constitute almost 75% of the global demand for jewellery, Watches of Switzerland said that Australia is still a significant market for the Swiss watch industry.

“We are a small but important market in the global Swiss watch industry, particularly with our proximity to Asia,” said van der Greind. “However, we have little share of voice in the online watch community, with customers having to rely on news from Europe or Asia, without information about when the products will hit our shores.”

As well as the general browsing content, consumers who sign up as ‘Expert in Time’ members on the website will have access to exclusive downloads, special offers, new product information and brand launch footage before the general public.

More reading:
LVMH watch and jewellery profits trounce Bulgari
Tag tries to plug $6million hole