What does a watch repair technician do? ~Part 1~ After-sales service contributes to brand value

Maintenance such as overhauls is essential to enjoying your favorite watch for many years to come. And as you continue to use your watch, repairs will likely become necessary. Many users are unaware of what exactly goes on in after-sales service for watches. It's safe to say that we in the media haven't done enough to disseminate this information. So, with the cooperation of the Customer Service Center at LVMH Watch & Jewelry Japan Co., Ltd., Chieko Tsuruoka of the watch magazine Chronos Japan and webChronos editorial team conducted an on-site interview. In this two-part series, we'll cover not only watch maintenance itself, but also the actual work and services provided there. First, we'll discuss the "most important thing" in after-sales service and how to adapt that important thing to the field.

What is the most important thing in watch after-sales service? We asked the LVMH Watch & Jewelry Japan Co., Ltd. Customer Service Center

　Whether it's a mechanical or quartz watch, regular maintenance is essential to ensure it lasts for a long time. This maintenance includes not only overhauls (disassembly, cleaning, and oiling) and battery replacement, but also replacing parts that have deteriorated over time and detecting and dealing with any malfunctions.

　It is hard to say that many users give careful consideration to maintenance when purchasing a watch. I often hear people say that when it comes time to have their watch serviced, they are shocked by the cost (including myself).

　We therefore conducted an investigation into this situation with the cooperation of the Customer Service Center of LVMH Watches & Jewelry Japan Co., Ltd., which owns luxury brands such as Bulgari, Hublot, Tag Heuer, and Zenith. This article features the "most important thing" that we asked Julie Bourgeois, the company's COO and director, who has significantly changed the way after-sales service is carried out, including establishing the LVMH Watches & Jewelry Watchmaking Academy at the service center and setting it up alongside it.

The importance of after-sales service

　During this on-site interview, we asked Mr. Bourgeois what after-sales service means to the LVMH Group.

"After-sales service for watches is extremely important to us. This is because we handle a huge volume of watches, and because they have complex movements, whether quartz or mechanical, maintenance is essential. For this reason, we as a company are investing heavily (in the after-sales service department). This includes not only our equipment, but also our people."

　Indeed, experiencing watch maintenance on-site made me realize once again how many steps are still done by hand. While computer control and automation are becoming more prevalent in watch manufacturing, she repeatedly emphasized that human hands are absolutely essential when it comes to maintenance.

"The LVMH Group has grown and progressed alongside savoir-faire. Historically, as a company, we have placed great importance on the human hand, so our commitment to caring for our workers and investing in human resources remains unchanged, even in our after-sales service. If you've ever tried being a watchmaker, didn't you find it difficult when you actually tried it? It takes time to become an experienced technician. That's why we don't just hire experienced people, we also hire and train young talent. In addition to hiring, we will continue to provide ongoing training and care for our employees."

　However, watch maintenance requires detailed yet thorough understanding of the structure and mechanisms, making it difficult to train the necessary personnel.

"It is difficult to hire young people. We have to find people who are passionate about their work, but at the same time, because it is a detailed job, they need to be dexterous and have a logical way of thinking to find and fix problems... it is a job that requires a variety of skills. Also, because it is different from jobs that use new technologies like IT or AI, there is a concern that it might be seen as old-fashioned. But in reality, it is a 'cool job' with great potential for the future. I really want more people to know about this job."

　As an aside, Ms. Bourgeois has a background in finance. However, her approach to human resource development clearly shows that she does not prioritize profits. "First, we create an environment where employees can work comfortably. This will lead to improved productivity and quality. Ultimately, profits will follow."

Providing the best service in the industry is our brand value

　So what kind of customer service does she aspire to?

"We don't just want to provide service, we want to provide the best service in the watch industry. To achieve this, we place importance on two things. The first is listening to what our customers have to say. For example, do customers want quick service in-store? Do they want a shiny exterior? It's important to listen to what our customers have to say and respond accordingly, rather than just following our own policies. The other thing is that, at the same time, we also have to respond to changes in the products of each brand within the group. For example, TAG Heuer's TAG Heuer Formula 1 Solargraph. When a watch with a new structure, such as a solar watch, is released, we need to create and maintain a system that can maintain both old and new watches to accommodate it, which we believe will lead to good service."

　What I realized from my interviews with Mr. Bourgeois and the after-sales service was the branding aspect of customer centers. As media, we tend to focus on the product itself. However, for users who continue to use the watch they have purchased, their relationship with the brand continues even after the purchase.

"What we need to do is to continue providing the best possible service. Customers don't just buy a watch and be satisfied with it; they own and use it. Our relationship with our customers continues over the long term, not just the short term, so we believe that improving the quality of our service and keeping our customers as fans will ultimately increase our brand value."

"Important things" shared with the sales team

　In addition to experiencing disassembly, cleaning, and polishing of actual watches and movements, the participants also attended an "After-Sales Service Seminar." This seminar is aimed at sales staff at authorized dealers of each watch brand owned by LVMH Watch & Jewelry Japan Co., Ltd., and aims to "increase knowledge of mechanical watches, give customers a sense of security through smooth communication when selling or repairing watches, and increase the number of fans (customers)."

　The seminar is divided into three sections: "How a mechanical watch works," "Communication during repairs," and "Frequently asked questions and sample answers." Each section is explained in text, under the basic knowledge, but what's unique is that the materials, including "How a mechanical watch works," also include detailed illustrations and diagrams. In addition to the seminar, there are also quizzes tailored to different levels. It's worth noting that, although the seminars are aimed at sales staff, all employees of LVMH Watch & Jewelry Japan Co., Ltd. can access the seminars and quizzes online.

　According to the staff member who leads this seminar, it is rare for a watch manufacturer to make these seminars available to employees on a regular basis, not just when they join the company. I apologize for talking about something so personal, but when I used to work in watch retail, I hadn't heard of many shops that provided such detailed after-sales maintenance training.

　In addition to being easy to understand, the seminar content is packed with practical information, making it a valuable guide for employees working in the field.

　The purpose of the seminar was as mentioned above, and the attitude emphasized by Bourgeois that "providing good after-sales service builds brand value" was also carried over into this seminar. By reassuring customers who are worried about problems with their beloved watches and providing appropriate support in both customer service and technical aspects, customers can gain their trust and feel that "I can trust this customer service center with my beloved watch," which ultimately leads to trust in the brand itself and to the impression that "it's worth buying a watch that will last a lifetime (something that you can consult with if anything happens)."

　Through this interview, I felt that a major strength of this Customer Service Center is that the philosophy of LVMH Watch & Jewelry Japan Co., Ltd. is shared and adapted by on-site staff, such as after-sales technicians and sales staff.

　For a look at LVMH Watch & Jewelry Japan's Customer Service Center and our hands-on interview, please see Part 12 (to be released in late December 2025)!