News: Apple Business Chat and Its Potential in the Watch Industry

This article is subsequent to the recent story on watchprosite by Rob Corder. That article focused on Hodinkee’s adoption of Apple Business Chat to help sell products in the Hodinkee Store. However, I’d like to to discuss how technologies like this present a massive opportunity to traditional Swiss brands.

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Public Domain

Most of the big watch brands are notorious for lagging behind in marketing and technology. This is due to a number of reasons; whether it be laziness, stupidity, or downright defiance. The only logical reason why the brands are such laggards is the fear that technology, specifically the internet, will dilute and devalue the luxury perception of the brand. This is a valid fear because so much of the brand image is tied up in the boutique retail experience. Despite the internet revolutionizing the watch community, it presents a challenge to many luxury, image-dependent brands.

Apple Business Chat allows a brand representative to speak directly with a prospective client through the Apple messaging system. In addition, it provides an easy checkout feature through Apple Pay. Another feature of the product that luxury brands value is the Apple brand itself. Apple is a luxury brand, and it is always thoughtfully designed. Brands won’t have to worry about pairing a beautiful product with a poorly designed system.

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So here’s the punchline: Apple Business Chat provides luxury brands the opportunity to catch up technologically while retaining the boutique experience. In some way, the brands must keep up their image to justify their prices. Apple Business Chat allows that. The only question: will the infamously stubborn brands jump at this golden opportunity?