Loyalty from watch brands to their retail partners can often feel like it’s in short supply — just ask the dealers that turned F. P. Journe into a superstar before being unceremoniously dumped — but Chronoswiss is bucking the trend with the promise of long term partnerships with a smaller but more focused network of stores including Cellini in New York.
The Lucerne-based brand has a particular focus on getting its distribution right in the United States.
It aims to have fewer point of sale, reducing competition for its relatively low production, but to back its retailers with limited edition watches for collectors and other support such as POS merchandising and marketing.
“By choosing very high-level partners, Chronoswiss is adapting to a dual demand: that of retailers who have already expressed a desire to represent the brand for some time; and that of establishing at the heart of universes that correspond perfectly to the brands unique positioning. The aim is to passionately and competently convey the spirit of the brand, its universe and its vision,” the company states.