Timed to Perfection: Loyalty, Longevity, and Legacy with the Watches of Switzerland Group

The Watches of Switzerland Group proves that true luxury is built on enduring relationships. Learn how this international retailer and its partners are setting the gold standard for CX, ensuring client connections stand the test of time.

The Watches of Switzerland Group is a brand that doesn’t just sell luxury timepieces—it crafts moments that matter for every client who walks through its doors.

Behind the scenes, Ipsos and Medallia work in lock-step to make those moments possible.

Ipsos provides the strategic advisory, implementation, and operational delivery that shape The Watches of Switzerland Group’s customer experience program. Medallia powers those efforts with the cutting-edge technology needed to capture insights, activate feedback, and fuel the brand’s ambitious experience goals. Together, we bring these experiences to life, supporting The Watches of Switzerland Group at every step of the journey.

An international retailer of the world’s leading watch brands, including Rolex, Patek Philippe, and Omega, The Watches of Switzerland Group is known globally for its craftsmanship and luxury watch and jewelry selection. But what truly sets the company apart is its philosophy: The Watches of Switzerland Group is not just a retailer, it is a curator of experiences and relationships.

To better understand how the brand builds connections that stand the test of time, Medallia spoke with Natasha Jarvis, Customer Insight Executive at The Watches of Switzerland Group, about the three pillars underpinning its timeless approach: loyalty, longevity, and legacy.

Loyalty: Building Relationships That Last

For The Watches of Switzerland Group, every client interaction is about more than a transaction: it’s about trust and care. Whether commemorating an engagement, a graduation, or a milestone anniversary, customers choose a piece embedded with emotion, and the company treats this purchase with the reverence it deserves.

85% of CX professionals believe that the experience of interactions is a key driver of loyalty, according to recent Medallia and Ipsos research. The company’s Xenia program is designed to place client experience at the very heart of the business. Inspired by the ancient Greek concept of hospitality, Xenia is built on three promises: Know Me, Wow Me, Remember Me.

“Xenia drives every interaction,” says Natasha Jarvis. “It brings hospitality to life at every touchpoint, so clients remember not just the products they purchase, but the experience and feeling we create for them.”

From inviting, browsable, and modern showrooms to a market-leading online platform, The Watches of Switzerland Group ensures customers feel at ease at every touchpoint. Retail teams go above and beyond, offering beverages and treats—champagne, tea, and biscuits—to make every moment of the experience feel luxurious. Beyond these gestures, the team focuses on building personal connections, taking the time to understand each client’s goals, the occasion behind the purchase, and the details of what they’re looking for so every major investment is made with confidence and complete satisfaction.

Expert knowledge, lifecycle support, and a dedicated client recovery team further ensure customers feel cared for not just at the point of purchase but throughout their ownership journey. In doing so, The Watches of Switzerland Group demonstrates that true loyalty is earned through consistency, empathy, and human connection.

Longevity: Experiences That Endure

Gaining a loyal customer can happen fast, with 52% of customers citing that they’ve developed some feeling of loyalty to a brand after just one positive interaction. Lasting loyalty, however, is nurtured over time. The Watches of Switzerland Group focuses on building relationships that endure for a lifetime of occasions.

Aftercare and servicing play a crucial role in ensuring the life and integrity of each timepiece. But longevity also means evolving with customer expectations. With 195 global showrooms and a robust e-commerce platform, The Watches of Switzerland Group takes a true multi-channel approach to provide high-quality, consistent, and connected experiences in the channels that their customers are engaging in. Initiatives like next-day delivery, online appointment booking, and a Luxury Watch & Jewelry Virtual Boutique ensure that even online shoppers experience a personalized, one-to-one feel from the comfort of home. This flexibility not only benefits shoppers who can’t visit a showroom in person or prefer to begin their journey online, but it also creates new opportunities and skill development for employees.

Longevity starts with the people behind the brand. With over 3,000 colleagues worldwide, The Watches of Switzerland Group invests in training and development, including a two-day Xenia program to embed hospitality into every customer touchpoint. The company also launched Connect, an internal and external communications platform celebrating outstanding client experiences and driving engagement across all levels. 

Celebration is central to the culture: in the U.S., the “100 Club” initiative recognizes individuals and teams who consistently achieve 100% client satisfaction. Together, these programs ensure longevity isn’t just about retaining clients, it’s about building a culture that sustains exceptional experiences year after year.

Legacy: Creating Stories for Generations

Luxury watches are more than objects; they are heirlooms, passed down through families as symbols of love, achievement, milestones, and more. By helping clients select meaningful pieces that commemorate life’s milestones, The Watches of Switzerland Group creates stories that endure far beyond the initial purchase. 

“We’re building a legacy of care,” Jarvis explains. “Every team member, from the showroom to the support office, contributes to customer trust, helping clients select pieces that honor life’s milestones and are treasured for years to come.”

This approach transforms The Watches of Switzerland Group into a trusted family partner. When clients know they can return time and again for new milestones, brand advocacy and loyalty grow exponentially. In fact, 87% of CX practitioners agree that loyal customers are more likely to spread the word and advocate for a brand. 

By focusing on storytelling, heritage, and trust, the company ensures that its legacy is not only about luxury products but about the memories and relationships their products represent.

Not Just Ideals: Daily Practices

Through more than two centuries in business, The Watches of Switzerland Group has proven that loyalty, longevity, and legacy are not abstract ideals—they are daily practices. From champagne cheers in the showroom to turnkey virtual boutiques to celebrating success on the internal employee communication platform, every action reflects a culture built on trust, hospitality, and human connection.

The results speak for themselves. The Watches of Switzerland Group reported a +8% revenue increase versus the prior year in constant currency, illustrating that putting people first drives both business and human impact. With 92% of CX professionals planning to increase loyalty investments, the value of loyalty as both a business driver and human principle is clear. 

Luxury is often defined by exclusivity, craftsmanship, and prestige. But The Watches of Switzerland Group reminds us that true luxury lives in relationships, not just products. By putting CX at the heartbeat of their organization, the brand has created not only commercial success but also deep human connections that transcend generations.

For organizations looking to strengthen outcomes in 2025 and beyond, the message is clear: invest in loyalty. Because when time is the ultimate luxury, the way you spend defines your legacy.