Watches of Switzerland has partnered with Box Technologies to deliver in-store experiences that engage international luxury shoppers in its recently opened UK flagship.
Located on London’s Regent Street – a hub for international visitors and retail destination for luxury shoppers – the 17,000sq ft store, which was designed by Aurum Holdings, is set over three floors and took three years to realise. Stocking over 20 internationally acclaimed watch brands, including Tag, Cartier and Rolex, the premium showroom offers a discrete shopping environment paired with bespoke service to meet the needs of its discerning clientele.
Strategic partner Box Technologies, a leading provider of end-to-end customer interface solutions, delivered the centrepiece of the in-store design; an interactive touchscreen display. The sleek 3m x 2m digital interface – one of the largest in the world – offers engaging content to educate and entice Watches of Switzerland’s customers. By rotating a timepiece graphic, consumers are immersed in a digital journey of discovery: beautifully crafted content showcases the heritage behind the world’s most desirable watches as well as displaying the extensive selection available in-store.
With London leading global tourist spend, and with transactions from Chinese visitors to the UK tipped to exceed £500m by 2020, Box Technologies’ display capitalises on the opportunities presented by the international shopper by operating in five foreign languages, including Mandarin and Russian.
Richard Garrard, programme director at Watches of Switzerland Regent Street, said: “We’re extremely proud of how we have configured the showroom, taking into account the diverse customer base, offering tailored experiences for collector, aspirational and tourist clients alike. The opening is the culmination of three years of planning, development and hard work by an extremely talented group of people, and the beginning of a journey that will revolutionise the luxury watch retail landscape.”
Jason Glynne, head of customer engagement technology at Box Technologies, said: “We needed to ensure that the interface amplified the digitally advanced design of Watches of Switzerland’s shopping environment. By working closely with the team at Aurum Holdings, we were able to gain the insight to deliver an individual solution and a customer experience that blends immersive and engaging technology in-store.
“We hope to replicate some of the innovative ideas featured in the Watches of Switzerland flagship as we work with Aurum Holdings to digitally enable their retail estate.”
Box Technologies will partner with Watches of Switzerland as the brand builds its international credentials and further targets tourist spend with an installation in Heathrow’s Terminal 5. This move follows the growing trend for luxury retailers, including Harrods and, more recently, Fortnum & Mason, to target prime retail spaces within airports.