Laings makes online presence an extension of its premium in-store service


Luxury jewellery and watch specialist Laings, which has stores in Glasgow, Edinburgh, Cardiff and Southampton, has launched a new website designed to promote the latest styles, draw people towards the company’s network of showrooms.

Pre-owned watches are listed alongside diamonds, jewellery and new models from watchmakers including Rolex, Patek Philippe, Cartier, Omega, Breitling, TAG Heuer, IWC, Panerai and Tudor, although many of the premium watch brands do not allow their retail partners to sell online.


To celebrate the launch of the new website, Laings has partnered with the Scotch Malt Whisky Society to give 10 lucky online customers a specially selected bottle of whisky and a 12 month membership to the club.

The site was developed with digital agency Parachute, about which Carol Gargan Laings’ head of e-commerce noted: “Parachute was selected for this reason. They understood our clients, our business and our requirements to provide our customers with a luxury shopping experience online, emulating what we do in store. They have great design and technical skills, as well as a passion for our website. Their on-going support and can-do attitude reassures me that our website will never sit still and we’ll be fully supported as we continue to improve our shopping experience for our customers.”



The brief for the website was for it to act as an extension of the in-store experience, where customers are treated to 5-star hotel-style service as they browse the world’s finest watches.

“The Online Team understand the importance of a purchase from Laings, knowing that the special pieces are often bought to mark important occasions in life,” Laings says.

A dedicated Online Customer Service team are available seven days a week, ensuring a quick response to any inquiries.

“Ultimately the online customer journey has been made smoother and more relaxed and the site can be browsed easily and enjoyably. Jewellery and watch lovers have the opportunity to shop online 24/7, in the comfort of their own home. This can act as the start of your Laings journey, allowing customers to see what is available in-store and learning about the company. Alternatively customers can enjoy instantly purchasing online, with the updated two-stage checkout process making it a simple and effortless transaction, designed to accommodate busy lifestyles,” the company describes.

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