Accurist’s rebranded website goes live


Accurist has today unveiled its new website, which has been designed to capture the British brand’s new identity and boost customer engagement.

Since Jonathan Crocker took over as CEO earlier this year Accurist has been working on its brand identity revealing its rebrand at recent industry events, including The London Watch Show, International Jewellery London and the Company of Master Jewellers. The new website accurist.co.uk, which has launched today, is in line with the rebranding.

Accurist head of ecommerce and IT Neil Humphries said: “We have combined our Magento web platform, best-of-breed extensions and custom software to deliver a premium customer experience, tailoring inspirational content with the most relevant products at each stage of the journey. We know many visits to the Accurist site are multichannel customers researching products they have seen either online or in-store. Our flexible web platform enhanced with a new visual merchandising tool allows us to quickly provide the rich source of information they expect and an enhanced store locator with the assurance of the Accurist Authorised Dealer Programme ensures the customer can complete their purchase either online or in-store with confidence.”


The rebrand has been intended to reassert the bran’s British heritage, which dates back to 1946, when Accurist was first established in Clerkenwell.

Speaking about the rebranding and the positioning of the new website to help engage with customers, CEO Crocker, commented: “The importance of a strong online retail presence – it is vital to a brand’s success. As part of our brand update we have created a customer-engaging website which will be consistent with our values and positioning. The new website will bring together our heritage and time pieces with a whole new look and feel aimed at communicating with relevance increasing appeal and ‘shopability’. We have also introduced an exclusive Accurist Club where customers register online and allow us to expand on consumer engagement."

Accurist is still owned by the Loftus family.

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