Aftersales workshops are less glamorous than boutiques but are vital to luxury watch companies. Now, Chopard and Patek Philippe have turned their workshops into marketing assets.
“As luxury brands build a presence in leading cities, this helps them burnish their image,” says Matt Jacobson, head of market development at social networking site Facebook and a keen collector of Rolex and Patek Philippe timepieces.
Mr Jacobson cites the Apple Store model: consumers have no reason to buy products at an Apple Store other than the reassurance that doing so provides, he says, and it is very different for the retailer from sending products off in a box. “I would rather hand over a watch to somebody than send it to them,” he says.
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