Given the shift to a more digitally-driven world, luxury Swiss watch manufacturer Ulysse Nardin has launched its new e-commerce website today for the United States and United Kingdom markets, making available its DIVER X NEMO POINT timepiece exclusively on the brand’s site for the month of June. By next year, it will open the e-commerce channels to other countries as well, in an effort to reach its younger demographic of luxury buyers.
For the first time in brand history, Ulysse Nardin has launched its e-commerce site for the US UK, starting with the DIVER X NEMO POINT watch.
Photo Credit: Ulysse Nardin
“Selling online comes as a natural course in our desire of rejuvenating the brand image,” began Françoise Bezzola, Chief Marketing Officer at Ulysse Nardin. “With an increasing visual identity for the last two years, followed by the implementation of new boutique concepts in Geneva, Shanghai, Dubai and Beijing, e-commerce was evident and the next logical step. Today, we Xplore a new digital path. However, it is crucial to do it in a good cooperation with the traditional multi-brand retail network, to make the online experience as seamless as possible and also do it by offering exclusive products whose rarity will justify the online purchase.”
Photo Credit: Ulysse Nardin
Though Ulysse Nardin will be in the minority group of luxury timepiece brands that sell product online, it is also a brand that stays ahead of the curb. It also maintains that this move into the digital space is aligned with its overall strategy based on its distribution network.
Photo Credit: Ulysse Nardin
“E-commerce will not cannibalize sales in brick-and-mortar stores,” began Stéphane Carlier, Chief Digital Officer for the brand. “On the contrary, we see it as a first approach to final customers, an additional factor that will generate more drive to store, to both retailers’ shops and Ulysse Nardin boutiques, for a personalized advice. E-commerce is also a step forward to helping our retailers increase their notoriety.”
Photo Credit: Ulysse Nardin
In addition to introducing the e-commerce platform to additional markets by next year, the brand also plans to optimize its online store tools to enhance the overall customer buying experience, with more filters and a more powerful search engine.
