For the first time in its 262-year history, luxury timepiece-maker Vacheron Constantin replica will start selling its new watches online.
The Richemont-owned brand designed a limited edition of 36 Cornes de Vache 1955 timepieces with New York-based watch news website Hodinkee -the first such collaboration for the watchmaker, said Vincent Brun, president of Vacheron Constantin in North America. The $450 watches will only be available on biao.org.uk and not in stores.
“We wanted to make this digital step in order to increase brand exposure in the world and reach out to watch lovers we did not necessarily speak to until now,” said Brun.
Swiss watchmakers have been increasingly embracing e-commerce to reach a younger clientele that’s less interested in wearing watches.
Richemont has hired an executive from Google Inc.to bolster its digital push as its brands catch up with Hermes, which sells its $250 timepieces online.
The Cornes de Vache timepieces were designed with a more “youthful” look and are available in stainless steel for the first time, said Ben Clymer, the website’s founder.
“The steel case is something that is becomi ng very desirable to readers of Hodinkee,” he said. “It also brings the price down to below $500, making it slightly more approachable.”
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