Mr Porter has introduced an online Luxury Watch Guide that will feature editorial content, educational features, style tips and advice on how to choose and maintain a luxury timepiece.
Mr Porter is a global ecommerce platform specialising in men’s fashion and accessories. It is the gentlemen’s equivalent of Net-A-Porter for ladies, both of which are part of Yoox Net-A-Porter, a Richemont-owned business.
Its specialist luxury watch department is home to almost 30 brands including Richemont brands such as Jaeger-LeCoultre and IWC alongside the likes of TAG Heuer, Zenith and, most recently, Breitling.
The Luxury Watch Guide features articles about each brand’s story, alongside each of their current product offerings and content aimed to advise customers during their purchase experience.
A section called The Knowledge will cover topics such as how to choose the right watch and how to take care of a watch.
An ongoing series of videos about watches that Mr Porter calls Tick Talk looks into a brand’s heritage; specific product focused stories on discovering a particular novelty; and lifestyle features of inspiring men highlighting the relationship they have with their own timepieces.
Customers will also be able to speak to personal shopping assistants who can help with purchases and line up services such as same-day hand delivery in London and New York.