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Customer Case Study

The Watches of Switzerland Group Creates Luxury Online Shopping Experience with Its Virtual Boutique

man checking the time

Personal service, expert advice, and inspiring timepieces are the hallmark of the Watches of Switzerland Group brand.


Average NPS Score


Customers who gave ratings of 4 stars and above

About Watches of Switzerland

  • Leading retailer of watches, jewelry and diamonds
  • Brands include Goldsmiths, Watches of Switzerland, Mappin & Webb and Mayors
  • Operates in UK and US


  • Use Vee24’s PACE team for customer support
  • Better online service and ROI
  • Increased support for customer social hours
  • Create an in-store experience online

This luxury watch specialist prides itself in offering an expert, personalized in-store experience across its brands in the UK and US — Goldsmiths, Mappin & Webb, Watches of Switzerland, and Mayors.

Since 2015 the Watches of Switzerland Group has been working with Vee24 to deliver the highest standard of service to its online customers. In 2020 the Group took its digital shopping experience to the next level with the launch of its Luxury Watches Virtual Boutique. This white-glove experience increases customer confidence and has led to an acceleration in their digital business.

“Vee24’s proven platform and experienced Client Success team have enabled us to move quickly to expand our online experience and deliver our Virtual Boutique.”

live chat on watch website
live chat on watch website

From the launch of the service more than five years ago, shoppers consult with a watch expert via text chat or smoothly transfer to a video chat from anywhere and from any device. The Group has leveraged Vee24’s PACE team, experienced customer service and sales agents, to be the first point of contact for the customer, meeting them face-to-face with video chat, co-browsing the website to explore the product range, and discussing detailed product specifications, stock availability, and pricing. The PACE team also booked store appointments for customers who wanted to see products close up.

The Luxury Watches Virtual Boutique enhances the online customer journey offering:

  • Immediate, real-time expert advice
  • Knowledge and experience in luxury watch brands
  • Reassurance that the chosen item is right for the customer
  • Support throughout the purchase journey
  • Open 12 hours a day, 7 days a week

Delivering concierge service in a virtual boutique

The global pandemic created a challenge for the Watches of Switzerland Group. With its 120+ stores closed for six months across the UK and US, it was no longer possible to meet customers in a store. And, the business saw a rapid surge in online inquiries. The Group needed a solution to ensure that online customers could continue to receive the expert and personalized service they expect. The Luxury Watches Virtual Boutique was born.

woman waving to mobile phone visual engagement video chat cobrowsing
Mappin and Webb website on a laptop, video chatting with agent

A high-end boutique environment was created where a team of watch experts has access to the range of luxury watch brands — Rolex, Patek Philippe, Cartier, and TAG Heuer — for which the Group is highly knowledgeable. Live, high-definition video makes it easy for customers to connect face-to-face and multiple cameras and specialty lighting allow the consultants to show the products in their finest details. The consultants can highlight product benefits, make products recommendations, and demonstrate the inner workings of each piece. With co-browsing, the consultant can digitally hold the customer’s hand through the buying journey, helping them locate a product on the website and securely complete the online purchase process. Online appointment scheduling allows valued customers to book a virtual boutique appointment with a product expert at a convenient time.

The Virtual Boutique team continues to handle all online pre-sales inquiries across the Group’s brands. When the customer is considering a purchase of a luxury watch or jewelry piece, they are now transferred to experts on the same Virtual Boutique team specialising in particular brands, etc. Open seven days a week, the Watches of Switzerland Group is making it easy for customers to connect and get the service and advice they need.

Increasing online conversion and average order value

When a company delivers a great customer experience business results follow. The Watches of Switzerland Group continues to experience an increase in conversion and average order values with its memorable digital experience.

“It’s a challenge to replicate the experience that our customers receive in the in-store environment”, says Ian Warwick. We’ve always given exceptional service and have been delighted to see that these virtual services are bridging the gap between offline and online.”

person holding a watch

“Cristina offered a very knowledgeable and customised experience that enabled me to find the right product. Kindness, expertise, and elegance defines the professional service that Cristina offers. She is the personification of the luxury and customer-oriented values of a brand such as Watches of Switzerland.” -Watches of Switzerland Group Customer


A happy 2021 holiday shopping season

In the weeks leading up to Christmas 2021, the Luxury Watches Virtual Boutique was in full swing. The Watches of Switzerland Group experienced record online sales including high value offerings such as Panerai, Hublot and JLC as well as a record week for Omega and Cartier. Jewellery was also strong with plenty of proposals on the cards and even some weddings happening in December” exclaims Lisa Mitchell, Head of Virtual Boutique, the Watches of Switzerland Group.

Even with a few team members out with covid, the virtual boutique allowed greater flexibility for managing product experts and pre-sales support resources to support the influx of customers. Incentives were put into place to motivate sales specialists to ensure that every customer received the online experience they have come to expect from the luxury brand.

The Watches of Switzerland Group will continue to offer their virtual services and grow their team of knowledgeable consultants to support its customers virtually. And the Vee24 platform will continue to expand as the needs of the Watches of Switzerland Group grow.

Interested in making it happen?