Will the collaboration between MR PORTER and Watches & Wonders be a game changer for e-commerce in the watch industry?

In September 2020, men's fashion website MR PORTER partnered with Watches & Wonders. According to an announcement from both companies, this collaboration will see MR PORTER become a "multi-brand online retailer" that will release and sell luxury watches through a wide range of channels. Will this initiative really become a disruptive force in the e-commerce world of the watch industry?

MR PORTER x Watches & Wonders

What is a "multi-brand online retailer"?

　MR PORTER, NET-A-PORTER's online shop specializing in men's fashion, is a leader in luxury fashion e-commerce, and has now partnered with Watches & Wonders to become its first "multi-brand online retailer."

　This collaboration, which began in September 2020, brings together some of the most popular brands in the watch industry on MR PORTER, offering a world-class shopping experience, premium editorial content, and online and offline events. For the first time, a total of 14 prestigious brands have come together for this launch.

　Throughout the campaign, MR PORTER customers will be able to experience a range of curated activities, from exclusive virtual events featuring EIPs (Extremely Important Persons) to small appointment-based and one-on-one virtual sessions, as well as interactive Instagram Live conversations hosted by MR PORTER Editor-in-Chief Sarah Bailey and Senior Watch Editor Chris Hall.

　To further expand its customer research, MR PORTER is launching a website with a number of luxury watch shopping experiences, starting with an improved sizing guide, with other prototypes to follow, including trend analysis, time-specific settings, and filtering by material.

　Following the launch of the Watches & Wonders digital platform at NET-A-PORTER's Tmall flagship store in April, this new initiative is a year-round initiative that establishes a global luxury retail presence for the world's leading watch and jewellery brands.

　This "tri-fold" approach will connect customers to the fast-paced world of luxury watches in a new and unique way.

WatchTime editorial department recommended model

　For the time being, MR PORTER will be selling new releases and popular models from the 14 brands participating in Watches & Wonders, including Cartier, Hermès, IWC, Jaeger-LeCoultre, Piaget, Vacheron Constantin, and, for the first time, Ulysse Nardin and Bovet, some of which will be offering women's timepieces on NET-A-PORTER. Some notable timepieces available on MR PORTER include:

　For a vintage-inspired yet still in line with the men's luxury timepiece scene, try the Vacheron Constantin Fiftysix Automatic, featuring an 18K white gold case and sepia-toned dial. The 40mm Maltese cross-inspired case is paired with a brown leather strap and is powered by the in-house caliber 1326, which offers a power reserve of approximately 48 hours.

　If you're looking for something a little more avant-garde and inspired by cars and engines with high-octane design, consider the Roger Dubuis Excalibur Huracan. Its 45.5mm titanium case and openworked movement were created in collaboration with Lamborghini's racing team, Lamborghini Squadra Corse.

　For sophisticated globetrotters, the Bovet Récital 27 Limited Edition offers a range of complications, including three time zones, two discs with 24 city names, and a sophisticated moon phase. The distinctive "writing slope" Dimier case is available in titanium or 18KRG.

　If you're looking for an interesting timepiece that brings a touch of modern architecture to haute horlogerie, then look no further than the Ulysse Nardin Rose Gold Blast, the leader of a new collection of skeletonized tourbillons with a sculptural case inspired by the lines of a stealth fighter jet.

　For a more traditional dress watch, the new Cartier Pasha de Cartier is a refreshing take on the iconic 1980s style, featuring a blue cabochon crown and a retractable crown cover also featuring a blue cabochon.

　A modern interpretation of an old icon is the Girard-Perregaux Free Bridge, which brings the classic Girard-Perregaux Three Bridges into the 21st century. The dial is partially hollowed out, revealing the entire gear train, from the barrel to the tourbillon.

MR PORTER CEO says:

"By teaming up with Watches & Wonders, one of the world's leading watchmakers, we wanted to create an international platform for exceptional timepieces," said Alison Loenis, President of NET-A-PORTER and MR PORTER.

"Supporting the story of watches and their iconic markets helps to revitalize the market and make it more accessible to watch enthusiasts around the world," says Matthieu Humaire, CEO of the Fondation de la Haute Horlogerie (FHH).

　He continues: "We are delighted to announce this unique collaboration between Watches & Wonders, NET-A-PORTER and MR PORTER, which will bring exclusive content to FHH's partner brands and open up new channels for luxury watches."