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ToyWatch launches UK ecommerce site

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An upmarket watch manufacturer that counts Michelle Obama, Alicia Keys and Madonna among its clients has launched a UK online store.

ToyWatch already sells its products through UK retailers including Selfridges. Now customers can buy direct through its UK site, built on a Colony Commerce integrated ecommerce platform.

The site is intended to raise awareness of the ToyWatch brand while also building direct sales. The Colony Commerce platform was chosen for flexibility, because it allows ToyWatch to grow organically, scaling as new features are required. Thus ToyWatch will be able to expand into social commerce in the future.

Rob Blake, marketing manager at ToyWatch, said: “ToyWatch customers have very high standards and as a brand it is vital that we live up to them.

“I believe our new site delivers on all levels – sleek design, first-class user experience and a smooth simple buying process. Thanks to Colony Commerce we have a solid platform which is flexible enough to see us into an exciting future.”

Colony Commerce managing director Paul Bidder said: “It has been a pleasure working with ToyWatch on their first official UK ecommerce site. They are a visionary brand and we are working together to develop a very strong partnership to deliver end-to-end quality to their customers for years to come. ToyWatch is in an ideal position to capitalise on its position as brand leader, with an online presence which sets it ahead of the competition.”

ToyWatch was founded in 2005 in Milan by Marco Mavilla. It now has a flagship store on Milan’s Via Montenapoleone and its products are sold in the UK and US.

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