Piaget luxury watches and jewelry finds a new home for one of its uncommon boutique stores on Bond Street in London. "Go to luxury shopping streets" around the world are filling up with not just watch stores, but brand boutique watch stores (as opposed to multi-brand stores). Richemont Group, who is the parent company of Piaget, is responsible for the majority of these locations in what can be seen as part of a new marketing and sales strategy.

For consumers, it helps showcase the brands as a destination versus just one product out of many in a store.

The Piaget boutique on Bond street for example is able to tell the whole story of the brand's current collection - which ranges from sophisticated to sporty men's pieces, as well as extremely artistic high-end jewelry watches for women. From a distribution perspective, such boutiques serve another potential purpose. As Richemont gears up more brands for online sales, boutique stores double as fulfillment centers for shipping product. This way, Piaget has a local distribution center for online sales made in the UK.

This would not be possible or as simple with the traditional model that includes selling product to independent third-party retailers. As far as I know, Piaget is not yet a brand that is available for sale online, but given the direction sister Richemont brands are taking - it could very well be a reality sooner than later.