When persuading people, even the super-rich, to part with six figure sums, the transaction needs to offer more than just a timepiece. The customer needs to think their life will be made materially better once they’ve bought the watch.
British retailers are brilliant at making the buying process as enjoyable an experience as possible.
Brands like to treat their very best customers with added extras like factory visits or invitations to sponsored events.
Roger Dubuis is taking the approach one stage further by offering customers of its 2017 Excalibur Spider guaranteed golden tickets to back stage areas of the Formula 1 pit lane if they buy one of their co-branded watches created in conjunction with Pirelli tyres – the exclusive tyre supplier to all Formula 1 racing teams.
This unprecedented concept delivers meaningful collector’s items that will be teamed with equally authentic money-can’t buy experiences.
Expect many other top end brands to leverage their commercial partnerships to offer similarly rare experiences for their customers.