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Chopard launches pilot e-commerce site in US

Posted on 2013-01-09, By A-Best Staff


Chopard is the latest brand to open up a direct line to the consumer with its launch of the e-commerce site US.Chopard.com. The site, shown here, will be promoted in the company’s print advertising.

New York--Chopard is now selling online directly to consumers in the United States via an e-boutique that carries 650 products ranging in price from $100 to $65,000, the brand announced recently.

The e-commerce site, US.Chopard.com, launched last Thursday for the U.S. market only and is a pilot program, with other markets worldwide set to follow suit in the future.us.chopard.com
According to a news release from Chopard, the site is “geared to reach consumers in major metropolitan cities that do have a Chopard boutique or retail partner.” A Chopard spokeswoman said that the company will be geo-targeting specific demographics via online advertising, email marketing and social media. “So with this increased attention to digital marketing, we hope to target demographics that may not be aware of the brand or may be aware of the brand but don’t have direct access to a brick-and-mortar shop,” she said.

Chopard said the site also is intended to increase brand awareness--described by the brand as the site’s “primary goal”--and, ultimately, drive traffic to stores in markets where Chopard already is located.

“In many instances in the luxury world, customers want to see and touch the watches and jewelry before they buy it,” Chopard USA President and CEO Marc Hruschka said. “It is already clear to us that when we enter a market with a brick-and-mortar store where we have retail partners they benefit from the increased awareness; the same is true of this situation.”

“We remain fully committed to our retail partnerships,” he said. “But we believe that wholesale and retail can co-exist and complement each other with their strengths.”



The site is owned, operated and fulfilled by Chopard USA and includes the brand’s best-selling collections such as “Happy Diamonds,” (page shown above) “Imperiale,” “Classic Racing,” “L.U.C.,” and high jewelry, as well as specialty and limited-edition pieces.

The site also has a store locator function and editorial content on the brand’s history.

Ro New York, a studio that specializes in brand development, designed the site. It uses HTML5, which allows it to resize for viewing on mobile devices and tablets.

In the U.S., Chopard operates five boutiques, one in New York, California and Las Vegas as well as two in Florida, and has about 95 retail partners.

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