Online luxury fashion platform Farfetch has today announced a move into the hard luxury arena with a new fine watches and jewellery hub in partnership some of the world’s leading names in the market.
Brands including watchmakers Bell & Ross, Girard-Perregaux, Tag Heuer, Ulysse Nardin and Zenith and fine jewellery brands Chopard, David Yurman, De Beers, Pomellato and Tiffany & Co. have all joined the Farfetch marketplace for the first time as part of the launch.
Giorgio Belloli, Chief Commercial & Sustainability Officer at Farfetch said of the launch: “We are thrilled to be launching hard luxury on Farfetch with such an incredible line-up of brand partners. This move is a natural extension to the unrivalled range we already offer lovers of fashion around the world.”
“At Farfetch we have a broad customer base who love to express their individuality through fashion and accessories that are exceptionally designed. With our launch into hard luxury and the fresh and playful approach we’re taking to the category, we’re looking forward to delighting existing lovers of watches and jewellery with new and hard-to-find items that are beautifully crafted, and letting people who want to experiment with hard luxury for the first time find the perfect piece just for them,” Belloli added.
The move means the hard luxury brands can now be accessed on Farfetch’s five different sites by customers in 150 countries as part of the Farfetch network, and for some it will mean a move into new geographies. Farfetch has conceived a new campaign to mark the launch which it says “breathes playfulness into the category by taking the customer on a journey of discovery through dedicated men’s fine watches and women’s fine jewellery hubs”.
Last week Farfetch announced the launch of its dedicated site for the Middle East. The launch was the result of a join venture in the region signed earlier this year with Chalhoub Group.
Its move into hard luxury follows that of rival luxury group Yoox Net-A-Porter, which recently launched its Fine Jewellery and Watch Suite, featuring jewellery and watches from brands such as Cartier and Tiffany with some items selling for €100,000 or more.
Image: Tiffany & Co, courtesy of Farfetch