In recent years, the watch industry has seen a shift in the way it collaborates with specialist retailers. Many watch brands that once courted these dealers for their business have now reduced them to simply receiving orders. However, despite this trend, there are signs of a potential shift in the industry as the multi-brand boutique concept is not completely obsolete.
One example of this shift is Audemars Piguet, which had 470 points of sale in 2012 but has since reduced its focus on specialist retailers to just 92 monobrand boutiques and AP Houses. This change has led to significant sales growth for the brand, highlighting the success of the retail concept.
Other Swiss watch brands have followed suit, reducing their sales outlets and focusing on creating a more selective and high-quality network of partners. Monobrand boutiques have become increasingly popular, offering brands greater control over their image and sales strategies. However, this shift has impacted traditional specialist retailers who have seen their autonomy diminished and their operations more closely regulated by watch brands.
Despite these challenges, some retailers have found success by focusing on creating unique and compelling offers for customers. Independent watch boutiques, such as those run by Marco Galli and Dominik Maegli, have embraced niche and specialty brands, offering a curated selection that appeals to watch enthusiasts. By putting their heart and passion into their businesses, these retailers have been able to thrive in a changing industry landscape.
Overall, while the watch industry has experienced significant shifts in recent years, there are opportunities for retailers who are willing to adapt and innovate. Collaboration between watch brands and specialist retailers remains important, with brands like IWC and Breitling showing a commitment to supporting their retail partners. As the industry continues to evolve, retailers who focus on providing exceptional service and unique offerings will have a chance to succeed in the competitive watch market.
In conclusion, while many watch dealers may find themselves reduced to simply receiving orders from brands today due to trends in the industry towards monobrand boutiques or direct-to-consumer sales channels; there are still opportunities for those who can adapt and innovate within this changing landscape. By putting emphasis on providing exceptional service or unique offerings; independent or specialized stores can still find success even when larger brands reduce their collaboration with them.
