In an industry where luxury boutiques equate with high-end customer service, the internet was almost a dirty word among Swiss watchmakers until a few years ago. Today, the most prestigious brands are hopping on the e-commerce train to boost business. In the last few months, barely a day has passed without a watch company doing some online sales promotion. Whether on their own platform or via third-party websites, Swiss watchmakers have now made online distribution a priority. While some watchmakers remain totally impervious to this sea change, the consensus is that selling luxury goods online is no longer a sacrilege at a time when e-commerce is exploding, especially in the United States and China. Even a brand like Roger Dubuis, where the average luxury timepiece costs between CHF60,000-80,000 ($63,000-83,000) and, is examining its own online sales strategy. In cultivating that feeling of exclusivity associated with their products, watchmaking companies have always ...
