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
“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
Source: Europa Star August - September 2013 Magazine Issue