Australian business shows the world how to sell watches online
Despite nary a Swiss watch on offer, this “out-of-the-way” retailer says business is booming, both domestically and beyond. From the upcoming summer issue – plus watch special – out on December 10.
“We’ve grown steadily every year thanks to a very personal service that builds a relationship,” says Define Watches’ Peter Petzold, pictured with wife Lydia Dalle Nogare. Jason Smith
At a time when watch businesses worldwide, brands and retailers alike, are hurriedly seeking ways to lift online sales, one Australian vendor is showing how it’s done.
Online sales typically account for as little as 5 per cent of new watch purchases. But at Define Watches it’s 60 per cent, due to a hybrid business model adopted by owners Peter Petzold and his wife, Lydia Dalle Nogare, when they opened 10 years ago.
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