Patek Philippe watches are starting to sell online, but there is potential for long-term eCommerce.

Patek Philippe is breaking with tradition and allowing retailers to sell their timepieces online for some duration in this covid-19 pandemic.

Because hard luxury sales are typically experiential and retail is at a standstill, the Covid-19 pandemic encouraged Patek Philippe to try out eCommerce. At the beginning of the Pandemic and during working with authorized retailers. Patek Philippe started offering some of the world's luxurious and exclusive timepieces for online sales through the platforms of authorized dealers affected by national lockdowns.

When Zurich went on lockdown, Patek Philippe cancelled its spring auction in Geneva due to covid-19, but Antiquorum the auctioneer of modern and vintage timepieces went ahead with its sale. As this was not the first auction organized offline Christie's has been holding such auctions since 2014 with more than 50 online sales; sites like ebay.com and Chrono24.com too emerged in the activity of the world's most exclusive sky moon Tourbillon Patek Phillippe watches.

Temporary online sales of Patek Philippe watches start for impacted retailers, but a long-term e- Commerce strategy may be possible. The coveted Calatrava Pilot Travel Time Ref. 7234R and their brand-new Twenty-4 are two high-end models that will be sold online. In order to assist retailers in counteracting reduced retail activity during the COVID-19 national lockdowns, Patek Philippe was also keen to emphasize that these measures are temporary. But what if the Geneva watchmakers led the way in pioneering online luxury watch sales for six figures?

Patek Phillippe "White glove" service through eCommerce

Given the vastness of Patek Philippe's resources and their history of royal patronage, it is conceivable that a long- term e-commerce solution that satisfies all of Patek Philippe's preferred requirements for a positive brand- customer relationship could be achieved with the careful selection and training of the ideal "white glove" service personnel and the ideal process flow of delivering an exquisite fine Swiss watch

directly to a preferred customer.

Although there is something to be said for a friendly handshake and a gentleman's agreement to uphold the purchase of goods and services in the opulent VIP setting of a Patek Philippe boutique, there are also many other new, potentially excellent forms of experiential luxury in this new coronavirus economy.

Given the enormity of Patek Philippe's resources and their legacy of royal patronage, it is possible that a long-term eCommerce solution meeting all of Patek Philippe's preferred requirements for a healthy brand-customer relationship could be met with the selection and training of the right "white glove" service personnel and the right process flow of delivering an exquisite fine Swiss watch right to a preferred client's doorstep.

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Reference: As of today, you can buy Patek Philippe online. Will COVID-19 force more brands into e-commerce? - Time and Tide Watches Patek Philippe experiments with e-Commerce but Potential for Long Term strategy (luxuo.com)