Ulysse Nardin E-Commerce Launch
On its path of rejuvenating and dynamizing its image, Ulysse Nardin has targeted a new challenge ahead – the e-commerce. Starting June 3rd, 2020 Ulysse Nardin opens its collections online beginning with the UK and USA markets.
E-Commerce – The Beginning Of A New Era
Evolution in customers’ buying experience has changed, and brands need to make more of an effort to go to their clients and be present where they currently shop and find inspiration. E-commerce transactions have surged spectacularly due to the lockdown imposed by the health crisis. In response to the current e-commerce boom Ulysse Nardin is using its agility to accelerate its digitalization process, moving forward the launch of its new e-commerce website to the 3rd of June. Launching e-commerce is crucial nowadays, however one should have a strong yet balanced omni-channel strategy to meet the expectations of younger clients and to continue inspiring them to engage with the brand – it has been predicted that by 2025, Millennial and Gen-Z consumers will represent nearly half the audience for luxury goods . To mark the occasion of the e-commerce launch, Ulysse Nardin lovers will have the unique and Xclusive opportunity to buy the Diver X Nemo Point available exclusively online for the entire month of June.
“Selling online comes as a natural course in our desire of rejuvenating the brand image,” explains Françoise Bezzola, Chief Marketing Officer at Ulysse Nardin. “With an increasing visual identity for the last two years, followed by the implementation of new boutique concepts in Geneva, Shanghai, Dubai and Beijing, e-commerce was evident and the next logical step. Today, we Xplore a new digital path. However, it is crucial to do it in a good cooperation with the traditional multi-brand retail network, to make the online experience as seamless as possible and also do it by offering exclusive products whose rarity will justify the online purchase.” she concludes.
This novelty is perfectly in-line with the brand’s strategy, which is mainly relying on its distribution network. Although not all the Haute Horlogerie brands opt for e-commerce – less than 5% of the hard luxury market (timeless items as jewelry and watches) is presently online – Ulysse Nardin seeks this opportunity as an advantage even for its retailers. Moreover, analysts from Vontobel Bank have predicted that 20% of hard luxury sales could be executed online by as early as 2025.
“E-commerce will not cannibalize sales in brick-and-mortar stores. On the contrary, we see it as a first approach to final customers, an additional factor that will generate more drive to store, to both retailers’ shops and Ulysse Nardin boutiques, for a personalized advice. E-commerce is also a step forward to helping our retailers increase their notoriety.” explains Stéphane Carlier, Chief Digital Officer of Ulysse Nardin.
E-Commerce In A Glance
To be sure to meet the requirements of Ulysse Nardin's customers, who increasingly turn towards digital technology, the website has been enhanced and updated as follows – not just the design and aesthetics but also its capacity and speed, as it is known that 53% of mobile site visitors and 57% of the website visitors leave a page that takes longer than three seconds to load.
The Ulysse Nardin e-commerce journey starts by accessing the website www.ulysse-nardin.com, where all the collections are available for the Xploration of the Maison’s universe. The beauty of e-commerce is that Xclusive timepieces will be available depending on the location and specific local events. A small logo icon on the top of the page will allow customers to access their personal account – after they have been registered – and have the visibility of several functions: My dashboard, Personal information, My wishlist, My watches and My orders.
Once the customer has chosen their dream watch, the “Add to cart” button will be available – for people located in the UK and USA. The online purchase journey ends with a check out option of either VISA or PayPal, free shipping and 3 to 14-day delivery time. Moreover, customers will have up to 30 days to return the timepiece as long as the seal tag has not been removed.
To have a follow-up of the purchased watch(es) and the blockchain warranty certificate, it is essential for the customer to personally activate the warranty. A special dedicated page exists for doing that, where the customer will have to activate the warranty with a few quick easy steps. The “My watches” section, in the personal account features, acts like a digital wallet where it will be possible to see all the watches that have their warranty activated, the blockchain warranty certificate as well as a stolen watch report.
An interactive help-chat will also improve customer’s experience and provide them with all the needed support to answer their questions while they are navigating online. This live chat will automatically start a conversation with shoppers whenever they face difficulty. For example, a message window will pop-up on the screen if the customer has been inactive on the website for more than one minute and it can even detect if they are facing troubles creating their personal account. This messaging tool is really quick and direct to the point, to avoid customers wasting time waiting for help. It will be monitored by a remote support-team based respectively in Paris and New-York in order to service each time zone around the world.
The US and the UK are playing a key role as pilot countries in this very first e-commerce strategy roll-out. By 2021, Ulysse Nardin plans to open its online store to more countries and add a few more tools to improve the customer buying experience: more fashion-oriented filters to facilitate your researches of your dream watch, a more powerful search engine that will improve your navigation path.
About The Ulysse Nardin Diver X Nemo Point 44mm
One of the locations many of the sailors’ cross is Nemo Point, a position in the South Pacific off of the coast of Chile, named after author Jules Verne’s seafaring captain, which is quite literally in the middle of nowhere. Closer to the International Space Station than to solid land, Point Nemo is Located at 48°52.6′S 123°23.6′W, the location in the ocean that is farthest from land.
It is an oceanographic location which sits within the South Pacific Gyre, the most remote position on planet Earth. Sailing through Nemo Point, many of the sailors participating in the Vendée Globe find themselves in this massive, rotating ocean current, a centripetal force that tests them to the very core. The geographical coordinates of Nemo Point as well as the route of the Vendée Globe race are stamped on the back of each watch.
With its blue fabric strap with red lining, it is reminiscent of the leash on a surfboard. The closing scratch is made with cutting-edge technology. The blue rubber bezel and instantly recognizable “X” on the face, the Ulysse Nardin Diver X Nemo Point will be issued in a limited edition of 300 pieces only. Its UN-118 movement guarantees accuracy in any hemisphere at any time of the day or night. The blue “X” is boldly stamped in relief across the face and the route of the Vendée Globe is stamped on the back.
Ulysse Nardin Diver X Nemo Point 44MM
· Caliber UN-118, 13 ¾'''
· In-house designed movement
· Escapement, Silicium & Diamonsil technology
· Power reserve indicator at 12 o’clock
· Small direct seconds and round date window at 6 o’clock
· Forward and backward date corrector
Power reserve: 60 hours
Case: Titanium case with blue rubberized bezel
Bezel: Inverted concave unidirectional rotating bezel
Diameter: 44 mm
Water resistance: 300 meters
Case back: Stamped with the route of the Vendée Globe
Strap: Fabric strap with Velcro closing
The price for the Ulysse Nardin Diver X Nemo Point is CHF 8,900.