Goldsmiths has unveiled a completely new store concept that takes the brand upmarket by building showrooms around dedicated areas for Rolex, Omega, Cartier, TAG Heuer, Breitling and Tudor.
Watches of Switzerland Group, the umbrella organisation for Goldsmiths, Mappin & Webb and Watches of Switzerland in the UK, reported in its most recent quarterly results that luxury watches now account for 85% of group turnover, with the contribution from luxury jewellery dwindling to just 8%.
WoSG already had two tiers of Goldsmiths stores: Goldsmiths and Goldsmiths Luxury, with location and the line up of prestige watch brands contributing to the positioning of each store.
The refurbished Goldsmith stores, which will start launching from Autumn this year, draw heavily from the style of Mayors in Florida, which WoSG acquired in 2017.
Mayors is working through a roll out of bright, open, experience-based showrooms that draw the sunshine and sea lifestyle of Miami into the stores.
Goldsmiths says the plan is to present luxury watches and jewellery in a relaxed environment, giving customers the opportunity to go on “an independent journey of self-discovery”.
“Luxury today has become far more relaxed, inclusive and experiential, so while we are elevating the Goldsmiths brand position, our goal is to make our valued clients feel at home whilst visiting our stores,” says Craig Bolton, executive director of the Watches of Switzerland Group, and head of UK operations.
WoSG has endured forced store closures due to the covid pandemic and dramatically ramped up its ecommerce and clienteling to compensate, but remains a strong advocate for multibrand physical stores that could even become anchor destinations for shopping centres and high streets.
“We believe the repositioning and new store concept will transform not just the Goldsmiths profile and customer experience, but also bring fresh life to high streets in major towns and cities around the country following an extremely challenging period for in-person retail caused by the global coronavirus pandemic,” Mr Boulton suggests.
Manchester’s Trafford Centre, Cribbs Causeway in Bristol, Meadowhall in Sheffield, Canterbury, Reading and Leicester (pictured top) will be the first Goldsmiths to get the treatment.
Each will have dedicated areas for brands such as Rolex, OMEGA, Cartier, TAG Heuer, Breitling, Tudor, IWC, Hublot and Panerai in open spaces with VIP areas and hospitality bars.
The light and open spaces will use a monochrome palette of white-washed oak timber, white terrazzo and contrasting blackened steel.