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HOT 100 PREMIER BUYERS: Gemma Miskimmon, Amazon UK


It has only been eight years since Amazon UK sold its first watch and now the online store has thousands of timepieces listed for sale, and under the guidance of Gemma Miskimmon that vast range includes more prestige brands than ever before, with the likes of Gucci and Bulova signing up in the past year.

“Our aim is to be the leading online shopping destination for watch consumers,” states Miskimmon. “We offer a wide selection to our customers and give brands an environment that best showcases their identity through branded stores and carefully curated product ranges. By continuing to sign key brands we are able to grow our portfolio and offer Amazon customers the chance to get great watches next day to a location of their choice with the benefit of our trusted Prime delivery.”

As part of the move upmarket, Miskimmon has been working on a project this year to create virtual store fronts for the watch brands within the Amazon UK mobile site and its app, which she says has led to an increase in sales through mobile devices. “Amazon customers are increasingly shopping on the go, so it’s important we offer a seamless shopping experience on mobile devices,” she says.


Miskimmon, who led us into the glitzy depths of London’s Soho to show us her favourite restaurant Chotto Matte (“the food and the cocktails are amazing and I just love the décor”), says that the transformation of Amazon UK’s watch offer has been attracting even more prestige brands. “Without wanting to give too much away,” she teases, “the work we have done over the past year has influenced some very exciting brands to sign up to work with us. Watch this space.”

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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