Accurist is set to launch a new e-commerce site this September, which will be in line with its ongoing rebranding campaign.
Talking to WatchPro at the London Watch Show, which launched today at Freemasons’ Hall, Accurist chief executive Jonathan Crocker said that until now the website, which became transactional earlier this year, does not fully capture the Accurist brand and engage with consumers, which is something Crocker wants to address.
"Online cannot be ignored," he said. "Not just as a window to the brand but as an e-commerce site."
Crocker explained that the new website will be consistent with the brand’s retail and exhibition presence and will bring together both the brand’s heritage and its retail side. The website will tie in with the brand reboot, which has included the reclassification of products into seven families as well the use of colours and imagery that relates to the brand’s British roots.
"Until recently fashion brands have dominated online with their stories and so on but the game has changed," explained Crocker. "We want our new website to communicate our long, rich story. We want to engage with consumers while also supporting retailers."
Crocker said that online assets, such as imagery and banners, will all be available to its retail partners who operate online too.
As well as capturing the brand essence, the website will be easy to navigate and functional.