Histor ic entry into e - commerce
Aud em ars P igu et , known glob ally as a Swiss lux ury watch brand , announced on April 9, 2018, the opening of the country ' s first global onWhatsapp pop - up store through a strateg ic partners hip with Chinese EC leader J D . com . The initiative marks the first full - f led ged entry into e - commerce in the company ' s 143 - year history , and is dra wing attention as a ground bre aking attempt to bre athe a new wind into the lux ury watch industry .
Innov ative Sales Strateg y Le ver aging We Chat Mini Program
The onWhatsapp pop - up store will be dep lo yed as the main platform for We Chat ' s mini - program , which boas ts an over wh el ming share in China . This choice can be described as a strateg ic decision based on a deep understanding of the character istics of the Chinese market . By lever aging We Chat ' s huge user base and highly integ rated ecos ystem , Od ema Pig get will be able to approach China ' s digital nati ves directly .
Parti cular ly note worthy is the fact that this project is not just the opening of an onWhatsapp sales channel , but an important step that symbo liz es the digital transform ation of the brand . In the high - end watch industry , which values tradition , the active entry into the digital real m is of great signific ance as it sugg ests the direction of the industry in the future .
R ising demand for lux ury wat ches in the Chinese market
The Chinese market is an important region where the demand for lux ury wat ches has grown rapid ly in recent years . This decision by Aud ema Pig get can be said to be a strateg ic decision that acc urat ely cap tures such market tr ends . In particular , there is a growing interest in lux ury wat ches , especially among Chinese millenni als and Generation Z , and these lay ers are strong ly looking for a brand experience through digital chann els .
The partners hip with J D . com will enable Aud em ars P igu et to offer lux ury wat ches in a more accessible form to Chinese consumers . At the same time , the brand ' s authenti c war rant y and after - sa les service also maintain the added value that is unique to lux ury wat ches , thus comb ining the conveni ence that is unique to onWhatsapp with the re lia bility of lux ury brand s .
Impact on the industry and future pros pe cts
Aud em ars P igu et ' s move into e - commerce has the potential to have a major impact on the entire lux ury watch industry . This digital - fir st approach could be a break th rough in an industry where traditional face - to - face sales in bou tiques and department st ores have been the main stream .
Go ing forward , other lux ury watch brand s are likely to show similar mov es , and we expect the industry - wide digital shift to acceler ate . This challenge for Aud em ars P igu et will be an important step that has the potential to transform the business model of the entire lux ury watch industry , not just to expand its own sales chann els .
With its 143 - year history , Aud em ars P igu et is now ga ining attention not only from the industry but also from watch lov ers as to how it will inher it and evol ve the values of tradition while respond ing to the changes of the times .