On Second Thought

WatchBox launches in Singapore, opening its first viewing lounge in Ngee Ann City

- Katherine Arteche

WatchBox may have entered the e-commerce scene just two years ago, but its reputation precedes it. The e-commerce platform, founded by Mr. Danny Govberg, Mr. Justin Reis and Mr. Tay Liam Wee, the latter being the former owner of multi-brand retailer Sincere Watch, has been running its businesses globally with physical offices in the U.S., Switzerland, South Africa and the Middle East. In 2017, WatchBox launched its showroom in Hong Kong, marking its physical debut in the Asian market.

The status of retail watch markets has been turbulent since the introduction of e-commerce. Society’s retail shopping habits experienced a shift when online stores refined digital customer service, released online-exclusive merchandise and executed smoother deliveries. These efficient methods attracted young purveyors and even some veteran collectors who, upon discovering the abundance of pre-owned timepieces procured on various platforms, have shied away from watch boutiques and instead perused the internet, clicking “add to cart” with a tap faster than you can say “buy.”

Yet, it isn’t all black and white. While watch brands have hopped on the bandwagon with e-commerce platforms of their own, their brick-and-mortar counterparts have undergone a revamp. Boutique interiors were refreshed with state-of-the-art designs, furnishings have been arranged to replicate their maison’s headquarters, and round-table showcase displays are now placed front and center to entice the straggling passer-by.