Zenith

Zenith today announced its newest move into online retailing, the new partnership with e-commerce luxury sales platform Farfetch. Farfetch's selling points are not only cutting edge technology (for both the customer as well as the brand) but also an editorially rich context for the offered luxury articles.

Leveraging the Farfetch’s marketplace model, technology and logistics network, Zenith will be able to sell the best of its own products to a new global audience in over 100 countries of the world, in some cases in as yet unconquered parts of the globe. Zenith is not the first to rely on Farfetch's services: Other prestigious names in the new “hard luxury” alliance with Farfetch include jewellery partners De Beers, Chopard, David Yurman, Pomellato and Tiffany & Co. as well as watchmakers Bell & Ross, Girard-Perregaux, TAG Heuer and Ulysse Nardin.



Expressing the brand’s pleasure with the new alliance, Zenith's CEO Julien Tornare, said: “Today more than ever, the consumer is the heart of our strategy. Both technologies and consumers are constantly evolving, which is why Zenith is committed to providing effective responses to the rapidly changing needs. With this in mind, we are delighted to be partnering with Farfetch.com in embracing e-commerce through a dynamic and exciting new approach to luxury!”

So, my question is - is such a channel something you would consider? Or is your (local or not) AD or boutique still the preferred source?

Best,
Magnus

(based upon a Zenith press release)

Magnus,

I've been asking this question of clients and brand executives recently.

The answer was "It depends."

Firstly, everyone replied that they prefer to physically use their five senses especially touch because wearing a watch is all about touch.  Despite advances in technology, we cannot get a real feel for the watch online and by Virtual Reality.

They also recognise there can never be a network of retailers to be close to every client. High end brands can never have more than a handful of boutiques across the USA, for example.

The problem in countries like USA is the current poor retail service so approving retailers in sufficient numbers to spread across the country so potential customers in Kalamazoo MI or Dogtown AL can visit is unlikely. If it cannot be done in the two biggest capitalist states (USA and China - sic), what chance for the rest of the world?

Ironically, Swiss-based Bucherer purchasing US-based Tourneau group is applauded by many Swiss brands because they are hoping for better service.

More stuff is purchased online these days so it is possible to tap into that if you're stuck out in the boondocks.

Happy Sport - 278573-3010+278573-6011

Generally, for watches and jewelry, well known models can be sold online because people know what to expect e.g. Rolex Submariner watch or Chopard Happy Heart pendant holds no surprises.

Arizona Muse wearing the Happy Hearts Collection

Regards,

MTF

yes, to me the differentiation between horological hotspots and diaspora, and between mainstream widely known watches and more rare, specialised one, makes utmost sense to me. Thus, it seems like the Farfetch partnership is more an expansion to the retail network rather than a streamling effort or a change of direction?

Cheers,
Magnus

No message body

Some customers want to feel that they have a choice so they go to retailers that sell many brands rather than a brand-only boutique.

The same applies to online shopping.

I've been to a shop to buy a specific Zenith El Primero (Tribute to Charles Vermot) with my wife and came away with a Montblanc Rieussec GMT.

Conversely, I've also been to the same retailer to buy a ABC branded watch but got a Zenith manual wind watch instead!

Regards,

MTF

No message body

... such that a considerable infrastructure can be used and not need to be built. Plus, with e-tailers ordering the watches, its a cashflow benefit for the watch brands.

Best,
Magnus

Not going to stop most of us using our preferred reseller networks though is it, while they are 20-50% cheaper?

The prices on there made my eyes pop out.

Not used to seeing RRPs anymore.

Velociphile