State of Lux

When Bell & Ross launched the BR01 in 2005 they already had a respectable web presence, which helped them make a credible entry into the luxury watch market – not an easy task.  Now they have put their full collection of over 300 pieces online rather than the previous small selection available.  This investment in their online boutique demonstrates their commitment to a digital sales channel in spite of the bold message it sends out to their retailers.  We think this is sound thinking on B&R’s part.  Watches are a luxury commodity for which it is possible to get the full luxury experience online, particularly if you are already familiar with the brand and product.  A well architected online boutique can seduce a consumer into making a purchase every bit as well as a retail environment as long as you know which buttons to push.