Changing marketing service has become a watch vendor's selling point

"With the luxury brands landing in the first-tier cities, the move has helped to significantly enhance their brand image," said Matt Jacobson, director of marketing for Facebook's social networking site, who at the same time is also a Rolex- Obsessed collector with Patek Philippe watch.

Jacobson cites the Apple Store sales model: Apple would not buy Apple's products if Apple's outlets were unable to ensure that customers had a good experience; for retailers, Product packaging mailing to buyers completely different. "I prefer hands rather than sending the watch to the customer by mail," he said.

The truth is that the watch maker's "after-sales customer experience" is very simple. Under normal circumstances, after-sales service watches have to be sent to Geneva (Geneva), the whole process usually takes several months. Repair from simple maintenance (such as general inspection or binding) to a comprehensive maintenance (that is, the most critical precision mechanical watch overhaul), not enough.

In the past, shipping Patek Philippe watches from the United States to Geneva usually took three months.

Maintenance expensive watches expensive, but it does not seem to allow customers prohibitive. "Customers rarely complain about the maintenance fees we report, and what they complain about is hoping to put on their watches sooner," said Larry Pettinelli, president of Patek Philippe USA.

To counter the above, Patek Philippe's US subsidiary Henri Stern Watch Agency rented a 33,000-square-foot facade for 15 years at Rockefeller Plaza in New York City to sell the U.S. The store area has more than doubled.

"The more we put our service points in the local market, the more satisfied our customers and retailers are and they no longer complain about why it takes three months for minor problems," Petinelli said.

The U.S. aftermarket is the largest service center outside of Geneva, accommodating 40 watchmakers (Patek Philippe has 19 aftermarket points in the United States).

Last year, Chopard also set up an 11,000-square-foot after-sales service center in Coral Gables, a suburb of Miami in the United States, to meet the evolving maintenance needs of the American watch market, Switzerland to repair special watches.

Chopard co-president Karl-Friedrich Scheufele said the service center is a useful addition to Manhattan's existing maintenance department, doubling the speed of repairing Chopard watches in the United States.

The move is part of the company's five-year plan, is the result of customer questionnaire, the questionnaire feedback is the service satisfaction is not high. "Our after-sales service speaks of the past, but not good," he said. "It's not easy to make a decision to set up after-sales stores in the United States. It is both a cultural shift and a fundamental shift in philosophy."

Retain customers is the most important task, especially in the United States market, Chopard company's business growth over the past 10 years, after-sales service has become a major selling point.

Schaeffer said the company's global turnaround time shortened 11-12 days. "There's nothing more powerful than talking to customers about the extraordinary experience they get," he said.

American collector Chris Barry has bought his second Chopard watch, partly because he is very satisfied with the company's after sales service. "I do not think I am just an average customer," said the 30-year-old sales manager from New Jersey. After each service, his watch warranty extended to one year, but he is more valued is to enjoy the personalized service. This intimate relationship is crucial to watch makers because they find ways to retain these young customers who "upgrade" and buy higher-end watches.

"Customers usually come to the warranty period or a mechanical failure to think of after-sales service, but the real problem, the service close at hand, I feel very warm," Barry added. "This will a little bit eliminate the negative impact of watch collection, and gradually increase customer satisfaction."

In the United States alone, about 9000-10000 Patek Philippe watches are repaired each year. The company arranges its own retailer to visit the entire after-sales center (nearly 9,000 square feet). The finale of VIP clients and other public relations activities is often the after-sales center.

The reception area is dedicated to introducing Patek Philippe Watches: The interactive wall panel focuses on the long history of Patek Philippe, while the live video watch broadcasts the entire aftermarket service process.

But the promise of the future is money-losing sales. "There is no direct return on this investment," Petinelli said. "The real payoff is to increase credibility and increase customer satisfaction."

"We want the after-sales service to have a balanced budget every year; we're always in the air." But he adds: "After sales service can not sell more watches if it does not meet the high expectations of customers."

John Reardon, senior vice president of watches auction at Christie's New York, originally worked for Patek Philippe Company in the United States, and he confirmed that investing in aftermarket matters to the company.

Last December, the finale of the New York Important Watches in New York was the auction of the Patek Philippe Perpetual Calendar Chronograph, a 18k Patek Philippe Perpetual Calendar Chronograph, which was first introduced in 1960 Patek Philippe careful maintenance, and ultimately made a price of 725,000 US dollars.

Patek Philippe watches keep the auction record, thanks in large part to the company founded in 1839, the production of each watch has always been adhering to the principle of the supremacy of service, Li Erdeng said: "The rewards are to protect the historic heritage of Patek Philippe watches, and These luxury watches passed on from generation to generation. "