Later this month, selected watches and jewelry from TAG Heuer, Chaumet, Christian Dior, Fred Joaillier and Ebel will be sold directly to consumers on eLuxury, a Web site created by LVMH Moet Hennessy Louis Vuitton, the Paris-based luxury goods firm. The site will also include goods from Louis Vuitton, Ferragamo and Bulgari.
According to LVMH Watch and Jewelry USA, Springfield, NJ, the site will showcase brands in "a luxury environment" that will enhance their image to consumers, increase brand awareness to drive demand for the products and result in boosted store traffic for the LVMH distribution network. The site will offer a limited number of items, ranging from eight to 10 references from each brand. The firm will offer consumers a guarantee all products on the site are legitimate and fully warranted by the manufacturer. Consumers will be directed to the local LVMH brand retailer for all repairs and sizing requests.
While a few retailers voiced concern about the pricing structure and potential diversion of consumers, in a letter to its retailers LVMH explained all sales will be made only at full suggested retail price. In addition, Dennis Phillips, president of Ebel USA, said LVMH is currently creating a strategy to integrate its retail partners in the site.
Contact LVMH Watch & Jewelry USA at (973) 467-1890.
- by Michael Thompson