Brand Boutiques - PROS AND CONS: Maurice Lacroix

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August 2013

Watch brands of all sizes continue to open up monobrand boutiques around the world. Europa Star investigates this trend and talks to opinion leaders on both sides of the issue.

Marc Gläser, president, Maurice Lacroix:

“The benefits of brand boutiques are the ability to communicate the complete brand world, a unique opportunity to present all the watches and make sure that a well-trained and motivated staff is providing the correct information about all key components of the watch.

Marc Gläser
Marc Gläser

“In general, I don’t think brand boutiques take sales from the retailers, and most brands try to avoid being in direct competition with the retailer. A serious brand is also not providing any consumer discount and therefore has a little competitive disadvantage. The consumer has the complete collection at the brand store, where he can get all the information and if he is very price sensitive he can get a better price at an independent retailer.

“If a brand has had a successful partnership then it is not fair that the brand opens a boutique. But sometimes the retailer and the brand change their ideas and priorities and then change happens.

“There will always be a need for independent retailers. Brands like Maurice Lacroix rely up to 98 per cent on the independent strong retailer who is representing the brand in a very professional way.”

Brand Boutiques - Pros and Cons


Patrik Hoffmann, president, Ulysse Nardin

Larry Pettinelli, president, Patek Philippe North America

Ehren Bragg, Managing Director, Devon

Thomas Morf

Greg Simonian, president of Westime (Los Angeles, USA)

Ayman Nassif, president, BTC (Egypt)

Jeremy Oster, co-owner, Oster Jewelers (Colorado, USA)

Alon Ben Joseph, CEO, Ace Jewelers Group (Amsterdam, the Netherlands)

Source: Europa Star August - September 2013 Magazine Issue