Luxury Watch Industry 2026: Exceptional Service at the Point of Sale, Yet Systematic CRM Remains the Exception
With personalised advice and exceptional service, luxury watch brands and retailers create an exclusive customer experience at the point of sale. Yet all too often, the relationship ends once the appointment is over: contact details and preferences are rarely captured systematically, structured follow-ups are lacking, and valuable customer potential remains untapped. For our study, we analysed the international luxury watch market over several months, conducted more than 20 in-depth interviews, and assessed over 40 interactions with manufacturers and retailers through mystery shopping. The findings reveal where gaps in customer management persist today and how manufacturers and retailers can increase conversion, repeat purchases, service revenues and Customer Lifetime Value by connecting customer data, delivering personalised communication and systematically developing customer relationships. The study report provides actionable insights, best practices and strategic priorities for more effective customer management across the luxury watch industry.
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