English

Everything, or thereabouts, has been said on the subject of selling, of communicating with watch boutique clients, but until now nothing has been done to offer to sales’ staff the means to improve or strengthen their understanding of watchmaking culture and traditions. Clearly, they can – or surely they must – rely on brochures and catalogues that are produced by the brands themselves. And there is much to be learnt from them: when the watchmakers’ houses were founded, their philosophies and the great collections. However, these publications can not teach all that there is to know. Such information can only be acquired by sales professionals by reading more widely, which will enable them to make analogies between products and connect the histories, and to comment on the current market. To enrich their heritage, they should turn to the journals and magazines that are available in the boutiques and at magazine stands; in France, there is no lack of monthly, bi-monthly or quarterly general and professional (B2B) publications. Equally, they could dive into more complex literature that’s dedicated to connoisseurs, such as the magazine edited by the AFAHA (Association Française des Amateurs d’Horlogerie Ancienne; the French Association of Antique Watch and Clock Collectors). So, having made a quick tour of some of the information that’s available, what’s left is a discovery of the tools that are available for our professionals in the bookshops and which they may wish to give or receive over the holiday season.

2011-03-03 12:29:08