PERSONALISED LUXURY

Watch Buyers Are Embracing A Tailored Service And Curated Moments

WORDS DEBBIE HATHWAY

Personalised Service

The end of the first quarter of this millennium is fast approaching, and the watch boutique concept has never been stronger or more focused, according to Alan Carrington of Shemer Jewellers. “The watch industry has seen a shift to online selling strength at the lower end of the market, prompting high-end brands to differentiate completely [by way of] boutique-style stores or spaces within multi-brand boutiques, which tell stories of the brands’ ethos and heritage,” he says.

Soon to open a new store in Nelson Mandela Square, Sandton, Alan says the benefit to the consumer of these dedicated spaces is that expert consultants are employed to assist with the overall buying experience, ultimately developing personal relationships with customers as they fulfil their watch-purchase needs. “The buying experience in these boutiques is the cornerstone of the business. Clients often part with millions to secure their dream watch, and that is why the process needs to be harmonious and enjoyable,” he says.

A MULTI-DIMENSIONAL EXPERIENCE

Elegance Jewellers is today managed by third-generation family members serving the third generation of their client base. “It’s quite amazing when one thinks about it. We have developed indepth knowledge over more than half a century of unwavering relationships with some of the world’s leading brands, and an intimate understanding of our client’s lives. We’re always there to help celebrate and commemorate milestones – from baptisms, communions and bat mitzvahs to engagements and weddings, generation after generation,” says director Alexi Mavrodaris. He believes that a brick-and-mortar presence is paramount for lifestyle and luxury watch brands. “It is, quite literally, the physical manifestation of both a brand’s tangible and intangible intricacies, engaging the senses and soul. Clicks are great for buying everyday products like groceries and electricity, but as with any investment purchase, one should ideally physically engage to appreciate and receive the full benefit of the experience, whether it’s on an emotional, financial, sensual or service level.”

Trusted Experts

Likewise, a visit to the Van Deijl Jewellers destination store in Tyger Valley Shopping Centre, Cape Town, is designed to be relational rather than transactional. “Purchasing an item that will become an heirloom is not something that most customers take lightly. The experience of sitting down with a trusted expert to talk through multiple options in a leisurely manner, to touch, feel and examine a timepiece yourself, is what a Van Deijl customer values most,” says Liebrecht van Deijl, director at Van Deijl Jewellers.

OPPOSITE: Charles Greig Jewellers, the oldest Rolex agency in the world

TOP: Van Deijl Jewellers’ impressive store

TOP RIGHT:

A view of the L’ATELIER PARIS VIP area

ABOVE: The Van Deijl Jewellers team; from the left: Liebrecht van Deijl, Gert van der Merwe and Jaques Venter

Whether browsing or buying, this level of personalised service creates the foundation for a longstanding relationship with customers and a network of families and friends, all backed by solid partnerships with high-end watch brands. “We are invited to be a part of a worldwide network of official retailers based on the strength of our own brand, our integrity and the way we present and represent our watch partners in a beautifully designed showroom,” says Liebrecht.

Meanwhile, watch collector and entrepreneur Jean-Philippe Avenel will open a watch and jewellery specialist boutique, L’ATELIER PARIS, at Platinum Walk in Oceans Mall, Umhlanga Rocks, Durban, in October 2023. Highlighting the preference for local watch buyers to shop in-store, his concept promises a journey into Parisian luxury, underpinned by the element of surprise. “Unforeseen discoveries, meaningful engagements and special celebrations often take place within these spaces, reaffirming the indispensable role of physical stores and their dedicated teams,” says Jean-Philippe.

L’ATELIER PARIS will represent brands in both the watch and jewellery segments. Think Cartier, Hublot, Breitling, TAG Heuer, Messika and Fred, among others. ■