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WatchShop.ro analysis: Romanians buy watches by brand and less by price

In 2019, Romanians chose well-known watch brands both in Romania and worldwide, according to an analysis of WatchShop.ro, the largest online store of original watches in Romania.

The top-selling watches fall into 2 categories: on the one hand, classic brands, appreciated for affordability and durability of products: Casio, Orient and Citizen, and on the other hand, premium brands: Tissot, Garmin and Ingersoll.

Among these, Casio and Tissot are the brands that are most often offered as presents for holidays. 4 in 10 Romanians buy in December either a Casio watch or a Tissot watch as a gift.

“Starting from the preferences of the clients, in the month of gifts, we have prepared additional stocks with the latest Casio models, which follow the current fashion trends and have a great value for money, which we expect to be sold out quickly, being the main choices to be offered as a Christmas gift. The Swiss brand Tissot, which offers premium and quality watches, positioned, however, in another price range, but also Swiss Made, with more affordable models, will be in the top of December sales.

 We also expect that the Japanese brand Citizen, with a very diverse range, for all tastes, and fashion brand Sekonda, with affordable prices, to complete the top of the watches for Christmas gifts”, said Dragos Diaconu, CEO of WatchSop.ro.

According to the data analysed by WatchShop.ro, there is a category of clients who buy watches by brand, who, just like in the case of preference for mobile phones with the same operating system or from the same brand, are among the first buyers when the preferred manufacturer launches new models.

Another category is the clients who remain loyal to a brand because it has become familiar, even if they do not necessarily have a passion for it, and they make purchases seldom, every 2-3 years.

On the other hand, it is the clients who choose their watch for the appearance and for how it matches the daily outfits, without an affinity related to the brand, and last but not least, the watchmaking fans who make purchases taking into account the functions of the watches.

The latter have chosen in 2019 watches indicating the date, days of the week and chronograph, but also models with sports functions: predefined profiles for activities, optical pulse sensor and smart notifications. Even these clients started this year to pay more attention to the look of the watch, which they want to be on trend and to match the daily outfits, so they change it more often.

 

 Sales on the rise in 2019

 

For WatchShop.ro, the sales of watches and related products in December account for over 15% of the annual total.

WatchShop.ro estimates for 2019 an increase of sales of about 15% as compared to last year, up to 7 million lei, against the background of opening the physical store in AFI Cotroceni, located on the 1st floor, at the escalator close to the ice skating rink, a re-design of the website and a change of the approach towards the audience interested in watches, who, however, are not specialized in watchmaking.

“We understood that we had started to have a language that was rather specific to watchmakers, and for that reason we were losing some of the audience. For the passionate audience, we will continue to speak their language, as they expect us to do, but we are now in a stage of getting close again to those buyers who need more information in order to make the right choice for them in matter of watches”, said Dragos Diaconu.

Clients who wish to be advised in choosing the right watch benefit from specialized support in one of the 2 physical stores WatchShop.ro in Bucharest (the showroom in 60 Banu Manta Boulevard and the store in AFI Cotroceni) or by telephone. For any watch purchased online or offline, clients have 365 days for return, as well as personalization services as engraving or packaging. Products purchased can be delivered home by courier or picked up personally from the showroom.

 

About WatchShop.ro

 

WatchShop.ro is the largest online store of original watches in Romania. In the purchase process, clients have access to complete and relevant information, in addition to the technical and technological issues that are related to the watch models sought. WatchShop.ro has a portfolio of over 17,000 models available, from over 100 renowned brands worldwide, some of them exclusively imported. WatchShop.ro offers warranty services, as well as post-warranty services, and the return period of the products is 365 days after purchase, the most extensive on the market. WatchShop.ro is also present offline, through two physical stores – one in AFI Cotroceni (on the 1st floor, at the escalators near the ice skating rink) and one in 60 Banu Manta Boulevard.

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