The options to buy high-end watches online are still limited

Advanced tabulation brand has not eager to enter the network, set up shop. For online sales in the first step in the brand, online volume is very small. Other brands currently hold the wait-and-see attitude or tend to cautiously consider the majority. In fact, we still have to wait patiently for long if we want to buy the Patek Philippe or Rolex from the official channel by tapping the computer keyboard.

Despite the rapid growth in some areas of e-commerce, the watch industry, especially the advanced watchmaking industry, has not seen this vehicle as a lever for significant development. In fact, watchmakers are faced with a double dilemma: They can not dominate the world by competing neither with formal brands nor regular retailers who sell watches on the Internet, nor with online transactions at all. In general, many entry-level and mid-tier brands have developed e-commerce platforms, but few are open to the Swiss market. For example, in Switzerland, although the Swatch watch can be purchased online, Tissot does not provide this service.

There are only a few watch brands that are really active in e-commerce. In addition, of Rolex, Omega and Cartier, the top three watchmakers in the Swiss watch industry, only Cartier has developed online sales but currently only markets in the U.S., Japan and France. The Rolex (Rolex) did not set up any online store, there is no comment on this. Omega (Omega) is also not online sales, and tend to strive to expand and optimize the physical sales network.

Several other Richemont Group brands, including Cartier, have developed online sales, but typically only offer a limited number of sales in selected countries. Of particular interest is Piaget, which, in addition to offering traditional online sales services, also announced last year the launch of four mobile commerce sites specifically targeting the US, France, Germany and Spain. "In the watchmaking industry Is the first time. " However, sales via the Internet are often negligible, as Daniel Riedo, chief executive of Jaeger-LeCoultre, said: "We launched an e-commerce platform in the United States two years ago and opened it up in Europe last year, and it works, but returns Smaller, for brands, is not a lever for significant development. "So did IWC (IWC): Brand CEO Georges Kern commented:" I think IWC's products and The customer base is not ready for online sales. Other price or style products may be more suitable for this type of sales. However, IWC (IWC) products, require eye contact, carefully tasting.But 2014 We still provide an online service in the first year, and most importantly, we have an online customer service center: it is the service that customers think is the most important. "

The brands that dominate the top of the pyramid watchmaking industry still rely on traditional physical distribution networks and Vacheron Constantin does not sell anything on the Internet. Patek Philippe (Patek Philippe) also holds a similar attitude: "It is not yet available through our website to buy Patek Philippe (Patek Philippe) watch, we can not determine whether to provide such services in the next few years," the president of the Geneva watch factory Thierry Stern said. While e-commerce offers great convenience for day-to-day purchases, for luxury products, especially high-end products such as the Patek Philippe, only retailers are able to offer you the bundled premium services and knowledge And advice.

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