Luxury jewellery group Aurum Holdings has today launched a first transactional website for its Watches of Switzerland operation.
The prestige watch retailer currently operates 15 stores in the UK selling products from brands such as TAG Heuer, Cartier, Rolex and Breitling, and now around 50 per cent of its in-store stock is available online via Watches-of-switzerland.co.uk.
Watches of Switzerland’s new site is part of a strategy by Aurum, which also owns UK jewellers Goldsmiths and Mappin & Webb, to grow and improve its multichannel offering.
Both Mappin & Webb and Goldsmiths already have sites where customers can buy goods and over the last year Aurum has sought to make significant improvements to these platforms and has introduced click & collect services.
Ruth Benford, E-commerce and Marketing Director, 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.”
Aurum has worked hard to try and replicate the level of customer service and luxury experience delivered in-store in its online environment, and has included extracts from its twice yearly magazine Calibre to help to enhance the site.
Like many other businesses retailing luxury goods, Aurum has managed to buck disappointing high street sales trends of late and posted a 11 per cent rise in like-for-like trading for the first half of this financial year.
The group will now hope Watches of Switzerland follows the lead of its other two brands which reported a combined jump of 24 per cent in e-commerce sales for the 25 weeks ending July 24th 2011.
Benford continued: “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.”