Swiss Luxury Watch Brands Embrace Digital Revolution: E Commerce ExpansionAdaptation to Pandemic Challenges

Swiss watch giants are finally waking up to the digital revolution and embracing e-commerce after years of hesitancy. As exemplified by Ulysse Nardin's recent move, many luxury watch brands have been slow to venture into online sales platforms due to concerns about disrupting traditional distribution channels and upsetting long-standing relationships with multibrand partners.

Hublot led the charge when it launched its Big Bang e smartwatch and an accompanying e-commerce platform amidst the global lockdowns caused by Covid-19. CEO Ricardo Guadalupe noted that, without physical retl access during this period, the brand was compelled to accelerate digital initiatives in order to mntn customer engagement.

Maximilian Busser's indepent brand MBF has taken a measured approach towards e-commerce, with its sister company M.A.D Gallery having offered online sales for several years. The company began by placing select pieces from its co-created table clocks online before expanding the initiative to wristwatches such as the HM10 Bulldog and LM101 MBF X H. Moser.

Zenith is also making strides in e-commerce, planning an online platform for July 2nd. Brand Director Thierry Collot acknowledged that the commercial impact of digital sales remns uncertn but emphasized the importance of having an online presence given the limited avlability through physical retl outlets.

The watch industry's top three most sought-after brands - Audemars Piguet, Rolex, and Patek Philippe - remn steadfast in their brick-and-mortar commitment. Despite being offered only through authorized dealers who are not allowed to sell directly online by these brands.

Brian Duffy of Watches of Switzerland Group, which owns numerous multi-brand stores worldwide, believes that these luxury watches don't need new digital sales strategies since they're already successful with traditional retl channels. But if any day they decide they can transact, we'll do a huge business online, he stated.

The changing landscape brought on by the pandemic has accelerated efforts towards verticalization within the watch industry as brands adapt to the challenges posed by global lockdowns. This new momentum could see more Swiss watchmakers join their peers in fully embracing e-commerce platforms and potentially disrupt traditional retl structures.
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