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New ecommerce website for Watches of Switzerland

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Aurum Holdings has launched the first transactional website for its Watches of Switzerland brand.

The new ecommerce launch for the upmarket brand comes at a time when consumers are more confident about buying luxury brands online. It is also part of Aurum's strategy to develop its multichannel services.

Ruth Benford, ecommerce and marketing director, said: “We are extremely excited about the launch of this unique transactional website, as we continue to invest in our ecommerce 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. 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.”

The site sells brands including TAG Heuer which has previously sold well through the website of fellow Aurum Holdings brand Goldsmiths. Other brands now available through the site include Chanel, Rolex and Patek Philippe.

Around 50% of Watches of Switzerland brands cannot be bought online and the site is also designed to inform consumers about products that can only be bought in stores, including its stock of pre-owned watches. Features include a Watch Selector search facility that enables shoppers to narrow down their choices using filters including watch mechanism, materials and gender of the end user. Editorial content from the brand’s Calibre magazine sits alongside resources to inform visitors about the watch market, including a watch buyer's guide.

Aurum Holdings is already trading its Goldsmiths and Mappin & Webb brands online. Its longest-established site is the Goldsmiths site which has been transactional for six years.

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