The Coronavirus Is Forcing Swiss Watch Companies to Sell Online. And That’s a Good Thing

Buying a prestigious watchmaking masterpiece isn’t supposed to be simply a cash-for-goods transaction: it’s often an involved experience that’s meant to feel special. There are silk gloves, possibly offers of champagne, and the air smells almost…expensive. High-end brands with carefully guarded reputations are wrapped up in this sort of ceremony, and they’ve been reluctant to join the Add-to-Cart age of immediacy.

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