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20 January 2017, 08:10 AM | #1 |
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Boutiques vs. ADs
Hi,
Forgive me but I don't understand something. Hoping you all can clarify? I was always under the impression that an AD is something like Tourneau or Mayors Jewelers (both of which I have visited locations of.) Several brands such as Rolex, Panerai, IWC, Chopard, Breitling, Tudor, etc under one roof. With a boutique being set up BY the brand to sell only that particular brand?! For instance - AP in NYC on 57th, and the Bal Harbour MIA location. Now, I've been to both and KNOW for a fact that ONLY AP is sold in these "boutiques." ^^ Those ARE AP boutiques, correct? And, is that logic correct?? With that said, and with talk on here of moving toward boutiques and away from ADs - what will happen to stores such as these - of which, again, I have visited every single one in person and KNOW they sell multiple brands in the one store?? Swiss Fine Timing - Magnificent Mile, Chicago Exquisite Timepieces - Naples FL Hing Wa Lee - Walnut CA Westime - Beverly Hills CA Westime - La Jolla (San Diego) CA They may go by the wayside then? Particularly I am most "curious" about the Westime franchises, at least Beverly Hills and La Jolla because I seem to recall someone here posting that Westime has something to do with AP North America, that they work hand-in-hand? Will the AP brand eventually be yanked from those two Westime stores in favor of opening "stand-alone" stores, possibly?? Just curious and thanks. |
20 January 2017, 08:39 AM | #2 |
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Yes, an AP boutique is usually (if not always) run by AP themselves. And yes only AP's.
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20 January 2017, 08:40 AM | #3 |
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The future of ADs is looking shaky for sure.
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20 January 2017, 09:28 AM | #4 |
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Westime also owns the Vegas AP "boutique" and Beverly Hills AP 'boutique'.
AP isn't yanking anything from Westime. Westime is the 900 lb gorilla and is about as tight as it comes with AP. Goes even further with RM, as they are the actual US distributor for ALL AD's. So not sure what your question really is, but Westime gets what Westime wants when it comes to AP. |
20 January 2017, 09:44 AM | #5 | |
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Quote:
Thanks for that info. With that said, my question is this: If business moves away from ADs, to gravitate towards boutiques, but nothing is being "changed" with regards to Westime, it would be VERY "odd" (to say the least) if AP took distributorship rights from places such as Hing Wa Lee, Exquisite Timepieces, Swiss Fine Timing and many others, but left Westime with "AD" status, would it not?! AP only allowing basically one select & chosen AD to remain open. Do you foresee that eventually happening? Nothing wrong w Westime at all - but shouldn't everyone be allowed a fair and equal shot? Simply food for thought! Just a bit strange to me, from someone on the sidelines looking in (who enjoys visiting ANY place which sells APs!) Edit & PS: By "Westime" I am strictly referring to the AD locations which sell multiple brands - such as Rodeo Drive (BH) and La Jolla. It was news to me as texex pointed out that Westime owned Vegas AP, which I've not been to, and also what I assume to be a stand-alone-store in BH (in addition to the Rodeo Dr location?) Hope that makes sense!! |
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20 January 2017, 09:49 AM | #6 |
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There are plenty of external boutiques which only offer AP and follow all AP design cues etc but run by third parties. They are of course above ADs in the foodchain but below AP-owned boutiques.
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20 January 2017, 09:49 AM | #7 |
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Boutiques are generally owned by the brand themselves however in some cases a boutique can be owned by a jeweller. In Mississauga Canada the Rolex Boutique is owned by Raffi Jewellers however only sells Rolex. Is this what happens with AP sometimes? not sure but Boutiques are usually 1) owned by the brand or 2) owned by another party but brand exclusive.
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20 January 2017, 10:03 AM | #8 | |
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Quote:
AP along with other Swiss watch manufacturers are opening up manufacturer owned boutiques and severing ties with many local ADs. They think this will allow greater control over the distribution channels (including the gray market) and pricing/discounting. We shall see if it is going to be a long-term success for the watch manufacturers. |
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20 January 2017, 10:06 AM | #9 |
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20 January 2017, 10:08 AM | #10 | |
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Quote:
Ahhh, interesting!! If AP wants to have more control over grey market dealers, would this affect TRF dealers such as DavidSW (don't they usually source from ADs)??? |
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20 January 2017, 10:10 AM | #11 |
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I think the risk of AP going full boutique is medium term at best. Changing from a company that basically wholesales watches to a retailer that controls all points of sale is a very big step. Its very different business model, with major cash flow implications. This will not sneak up on anyone.
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20 January 2017, 10:14 AM | #12 | |
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Valid points I had not considered! |
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20 January 2017, 11:22 AM | #13 |
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Full price, sit longer on the shelves, no way to pay the bills / r&d. It's complicated, that's why they will trim small ADs, open up a few additional boutiques. Keep high demand watches boutique only etc. I just can't see AP turning into tourneau (full price retailer) and surviving LT. Not unless they are ok with a much smaller firm.
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20 January 2017, 11:31 AM | #14 | |
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Quote:
Basically AP boutiques that are run directly by AP usually gets the best allocation and also the fastest to land on new pieces ( eg the 2017 Novelties ). They also often give free gifts generously ( if that's your thing ) and you get to be invited to parties and function. Salespeople are often more knowledgeable and you get ( but not always ) better service and treatment. However, discount is less if any at all. I tend to buy from both boutique and ADs, depending on availability and price. I admit I can be a sucker for "nice treatment" at times.
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20 January 2017, 12:36 PM | #15 |
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all Boutiques are not suppose to be the main point to earn but it is about to keep the brand image and strong value as become the reference of retail price for the whole market , the brand has got enough already from wholesales.
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