CORDER’S COLUMN: Rolex should allow online sales


The UK has not yet gone so far as to shut down all non-essential retailers. 

That is not the case in Germany, France, Italy and Spain. Given that Boris Johnson has said we are running a few weeks behind these countries with our handling of the Coronavirus outbreak, it is reasonable to assume we will be asked to go the same way, and that would mean closure of all jewellers and watch shops.


A number will already be taking that decision as a means to protect their staff.

The only income after a lock-down will be from e-commerce, and there is anecdotal evidence that this could rise significantly as people are forced to self-isolate in their homes.

Rolex and Patek Philippe prevent their authorised dealers from selling watches online. Other brands, such as Audemars Piguet, have restrictions on most models so that the likes of Watches of Switzerland and Bucherer, Europe’s two biggest retail groups, have to invite people to their stores to buy these bestselling brands.

I have no idea about the technicalities of turning on the ability to “add to basket” for these brands, but if the policy were lifted today, I would wager retailers would be closing deals online this week.

Ecommerce is going to be critical in the coming months, and there is reason for optimism as the watch industry has a few crucial strengths.

First, it has phenomenal brands. This is vital to maintain discretionary spending through highly uncertain times. There are millions of people who dream of owning a TAG, an Omega, a Rolex or a Cartier. Perhaps now is the time to give themselves that pick-me-up.

Secondly, in the case of many brands, there are more customers than watches. For the likes of Rolex, Patek and AP, this stretches across entire collections. For others, such as Hublot, TAG Heuer, and Omega, it applies to limited editions. Many retailers have waiting lists for a surprising number of references. These can be sold online and they can establish safe ways for customers to click and collect.

Thirdly, we are in the celebration business. Birthdays, anniversaries, graduations and other life landmarks will not stop, although big parties might (freeing up budget!).

Finally, I would back the great retailers I speak to every day to find a way to keep delighting customers. This is in their DNA and in the bones of their staff. They will take every opportunity and advantage they can find.

Retailers will make their own changes, but it will help the industry as a whole if the biggest and most popular brands like Rolex work with them to keep sales coming in.

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  1. I’ve opined to friends in the last week while watching events unfold that every business still standing in the world post-pandemic will have to reassess their business models. Many have already fallen. Rolex is no exception.

  2. These times call for a complete re-thinkig; do we want fast-24-h-online-shopping? Do we really need this?
    Is it mabye a chance to slow down?
    I think Rolex should continue its business model the way it does. Go visit the store (which all have undergone a huge renovation and pimp-up), have a chat with one of the well trained brand-ambassadors (I dont call them sales staff), get inspired there and then do the purchase.

    Not everything needs to be so high-speed!

  3. One reason I can think of as to why companies may want to avoid this is the return rights that EU law gives to consumers for online purchases. Sell a watch in a shop, it’s sold. Sell a watch online, you may have to take it back and return the money. That’s a lot of extra hassle, and some potential damage to the goods.


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