I can't understand why anyone thought that a single showroom in a country the size of the US could possibly work. A distribution centre maybe but a showroom no way. I bet only a very tiny proportion of CW owners ever get to No.1, nobody (or very, very few) is going to travel 100's of miles to try on a watch. Just order it and send it back if you don't like it - oh yes, that pretty much sums up their online strategy.
CW C7 Rapide / Breitling Top Time + Superocean / Laco Memmingen
Tissot PRS516 Auto + PRS516 Chrono / Seiko Padi Turtle
I don't believe that there is any clearly defined size at which a company becomes "too big" for a specific sales model, so no, they will not become too big to be online only.
jtc wrote:Perhaps a bad example, Amazon have started trialling bricks and mortar stores (Black Friday popup, Amazon Go) ...
One of my long-time nearby retail stores (Kmart, owned by almost bankrupt Sears) is closing down. It feels pretty weird, but over the years I've stopped going there; alongside all my other stores. The convenience and cheapness of buying online is just too damn good for anything otherwise. Most of my shopping is done at Amazon.
I don't see CW changing. It works for them, and it works for us. In fact, I see them doubling down on their online marketplace as competition gets younger and stronger.
Who would be happy buying a £3000 and upward watch without seeing in the metal. If said watch was hugely sentimental would you be happy giving it to the postman anytime it needed a fix or service.
rcherryuk wrote:No and......Yes,
I think CW would benefit from a ‘Pop Up Boutique’ on occasion, but not like Tag at Goodwood or Bremont at Fairford.
Interesting - "pop-up boutiques" are very powerful in acquiring new customers. Watches and Gin are two products that come to mind - both where micro-brands are achieving amazing growth at the moment. CW span both motorsport and aviation (as well as dive/marine) so there are many venues/opportunities to reach new customers.
So I wish I was James Bond, just for the day.
Kissing all the girls, blow the bad guys away.
Richard B wrote:CW span both motorsport and aviation (as well as dive/marine) so there are many venues/opportunities to reach new customers.
But that will come at a cost that might not be cost-effective for CW, as they really do that on the cheap.
Let's be honest, they have been very successful at getting the brand name out there, to do any more than they currently do would require a massive investment in their marketing and PR budget, or whatever they call it and that will simply add to the cost of the watches. Unless they are able to find themselves a whole new market, I'm not sure it would be worth their while. In some respects, they are a prisoner of their own success in the on-line market.
golfjunky wrote:Who would be happy buying a £3000 and upward watch without seeing in the metal. If said watch was hugely sentimental would you be happy giving it to the postman anytime it needed a fix or service.
My CW was the first ever watch I've bought unseen. But nothing can beat going into a store and looking a watch over and trying it on before you buy. I'd have a price point that I wouldn't go over buying online, for something I'd never seen. The 60 day return is good, but seeing first is better.
Richard B wrote:CW span both motorsport and aviation (as well as dive/marine) so there are many venues/opportunities to reach new customers.
But that will come at a cost that might not be cost-effective for CW, as they really do that on the cheap.
Let's be honest, they have been very successful at getting the brand name out there, to do any more than they currently do would require a massive investment in their marketing and PR budget, or whatever they call it and that will simply add to the cost of the watches. Unless they are able to find themselves a whole new market, I'm not sure it would be worth their while. In some respects, they are a prisoner of their own success in the on-line market.
A pop-up shop would probably be cheaper than the magazine advertising they're doing at the moment. To take the example of Gin, that's having terrific success with pop-up shops as they can reach new customers with tasting - with watches it provides an opportunity for potential new customers to handle the goods. More impact and more memorable than an advert.
So I wish I was James Bond, just for the day.
Kissing all the girls, blow the bad guys away.
Richard B wrote:A pop-up shop would probably be cheaper than the magazine advertising they're doing at the moment. To take the example of Gin, that's having terrific success with pop-up shops as they can reach new customers with tasting - with watches it provides an opportunity for potential new customers to handle the goods. More impact and more memorable than an advert.