Watches of Switzerland

Digital strategy for leading luxury watch retailer

Development, Mobile

Aurum Holdings, the parent company of Watches of Switzerland, Goldsmiths, Mappin & Webb is the leading retailer for watches and jewellery with stores in the UK and USA.

Our work across the group has set the benchmark for digital communications and e-commerce experience for luxury retail.

Position Watches of Switzerland as the authoritative destination for luxury watch retail

We began our strategic relationship with Watches of Switzerland with a simple brief: to create a seamless mobile and online experience that compliments the offline experience in a way that is natural to the digital environment and facilitates emotional connection, aspiration and sales conversion.

Our first step was to gain a better understanding of how the brand already exists and succeeds in the real, physical world. We began by visiting their major retail stores, observing how customers and staff interacted with one another, and interviewing people one-on-one to gain an understanding of the brand essence of WoS. This followed with a series of customer focus group on user needs, motivations and brand perceptions.

Creating an inspiring omnichannel experience for customers

Since working with Watches of Switzerland, we have expertly woven ‘digital’ into the traditionally led retailer with great effect.

We applied findings from both on and offline customer behaviour insights to determine a clear online voice and style that would resonate with the intended target audience. This led to creative development, online user experience and an aspirational content strategy to attract and reward customers as they engage with the brand across all touch-points.

By harnessing a series of digital marketing initiatives we have helped WoS achieve an incredible sales return and achieve digital maturity across the business, despite tough market conditions within the retail sector.

“Simplicity Partners helped position Watches of Switzerland as an authority and a credible online destination to visit to research and buy luxury watches”

                           Marie-Clare Dixon, Head of Ecommerce

340%

Increase in total traffic to the website

32%

Increase in mobile and tablet engagement