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Chanel French luxury fashion house, will start selling its luxury watches online for the first time. Online selling is debuting in South Korea, and this is said to be the world's first since the brand only sold its high-end products in department stores and its own boutiques.
Chanel Korea signed a partnership deal with Shinsegae's online e-commerce platform, SSG.com, to sell its watches online. The Korean unit of the London-based brand announced the deal on Monday, April 10.
The fashion house is also known for its high-end handbags and jewelry, but along with its watches, these are only sold through offline outlets. Thus, Chanel Korea's move to sell its timepieces online is something new in the company's system.
According to The Korea Times, SSG.com has already started promoting Chanel watches on its shopping platform by posting a banner for the "Chanel Interstellar Capsule Collection." The ad signifies the official start of sales for the brand's luxury watches.
Chanel Korea has already released seven different watches on the SSG.com shopping site, and they are on sale for prices ranging from KRW11.5 million or $8,712 to KRW37.7 million or about $28,000.
In any case, the launch of the company's online sales of watches in South Korea only shows the advancing global stature of the country's luxury products market. Originally, Chanel's HQ did not allow the online selling of its luxury accessories, but Chanel Korea reportedly made a compromise.
It explained that customers would buy the watches online, but the actual products should be claimed or received at Shinsegae Department Stores only. With this, Chanel's president, Bruno Pavlovsky, allowed the plan. The company's president was against online selling for fear of losing the initiative in retailing power to mobile or web-based shopping sites.
Meanwhile, The Korea Economic Daily reported that Chanel Korea would continue to sell luxury watches even after the end of the special exhibition on SSG.com on April 30. There is a possibility for online selling to expand to the brand's jewelry pieces.
Photo by: Laura Chouette/Unsplash
