Would you be comfortable buying a luxury timepiece online?

The recent months have seen watch brands launching virtual boutiques to provide a different digital experience for customers. Photo: Piaget

The luxury watch industry is one that is reliant on tradition and heritage. The best timepieces, after all, are designed to last. A well-crafted model can be passed down from one generation to another.

So, what happens when watchmakers are forced to change? It is not business as usual in a Covid-19 world. The global lockdown in the past months had pretty much crippled the market.