DIGITAL FRONTLINE

The global COVID-19 pandemic has forced Patek Philippe’s hand when it comes to its long-held retail strategy to eschew e-commerce. One of the world’s most respected watch manufacturers, Patek Philippe is a firm believer of selling its timepieces only through its network of authorised dealers, within their boutiques, so as to cultivate strong relations with its customers. However, the unprecedented downturn that has forced many retailers worldwide to shut their boutiques with government-mandated lockdowns, has led the company to adjust its position – at least for a while. Since the beginning of April 2020, Patek Philippe has green-lighted online sales of its watches for the affected authorised dealers. For instance, London-based dealers such as London Jewelers and Watches of Switzerland have started selling Patek Philippe watches through their websites. One can find models…