Ending Soon! Save 33% on All Access

How Digitalization Helped This Luxury Brand To Thrive During COVID-19 Avi and Co. emerged stronger from the coronavirus pandemic by adopting a digital-first strategy

By Srivatsa KR

Opinions expressed by Entrepreneur contributors are their own.

You're reading Entrepreneur India, an international franchise of Entrepreneur Media.

Pexels from Pixabay

The year 2020 was a challenging one for most businesses, including the luxury retail segment. Still, adapting to the demands of social distancing and safety norms, digital transformation helped brands to survive the global health emergency and slowdown. Businesses that made the digital transition and experimented with social media during the crisis witnessed a substantial increase in their reach and engagement, as more audiences were present online than ever before.

The coronavirus pandemic has reignited the debate for luxury brands to either digitize or perish. As digital takes center stage, here's how one of the leading luxury watch boutiques based in Manhattan and New York, Avi and Co., leveraged digitalization and social commerce to thrive in the middle of a pandemic.

A digital storefront

Most luxury retail brands relax after having a physical store that attracts major celebrities and other affluent people, but Avi and Co. went a step further and made it possible for their high-end clientele to shop online for luxury timepieces such as Richard Mille, Patek Philippe, Aude­mars Piguet and Rolex. It ensured that while stores were closed due to the pandemic, their operations would continue as before because clients could easily shop online on their website from across the globe.

The company also leveraged social commerce and linked its Instagram and website to facilitate seamless purchases.

Having exclusive live streams

Avi and Co. are known for their exclusive invite-only parties where they showcase their impressive collection of luxury watches to prospective clients. However, with the pandemic and social distancing rules, they had no option but to reinvent with exclusive live streams online where prospective clients could see all the available luxury watches and place orders.

As the digital medium expanded its reach, it ushered in many new clients, as people knew that they could view the exclusive timepieces in the live streams or place orders from anywhere in the world, and get their purchases delivered at their doorstep.

Prompt customer service

To try and replicate what was available in their physical store, Avi and Co. leveraged a live chat option on their website that is manned by watch experts during working hours to ensure that clients get instant responses to their queries. The company opened phone lines to immediately attend to their affluent customer-base and extended bookings for store visits.

Brand messaging

Avi and Co. made its brand messaging clearer and more relevant with its "we sell investments" pitch. The company positioned purchasing a luxury watch as a true investment piece of great value that can be passed down as a legacy for generations. Hence, adding the emotional bond to the luxury craftsmanship.

It is agility and adaptability during tough times that sails a brand out of rough waters. Utilizing social media and having a digital storefront, besides reflecting customer-centricity and adopting a clear brand-communication, are things that the luxury retail players will have to consider to overcome the adversities COVID-19 brought along.

Srivatsa KR

Start-up enthusiast & Blogger


How to Break Free From the Cycle of Overthinking and Master Your Mind

Discover the true cost of negative thought loops — and practical strategies for nipping rumination in the bud.

Side Hustle

These Brothers Had 'No Income' When They Started a 'Low-Risk, High-Reward' Side Hustle to Chase a Big Dream — Now They've Surpassed $50 Million in Revenue

Sam Lewkowict, co-founder and CEO of men's grooming brand Black Wolf Nation, knows what it takes to harness the power of side gig for success.

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Growth Strategies

AI Agents Startup Secures $4M to Revolutionize Customer Onboarding & Retention

Under the leadership of Gaurav Aggarwal and Anuja Verma, Truva AI has created an innovative solution for customer onboarding and retention, leveraging sophisticated AI agents.

News and Trends

Gurugram-based Wealth Management Firm Finvolve Closes Maiden INR 100 Cr Fund, Launches Two New Funds

Finvolve also announced the launch of two new funds, pre-seed Accelerator Fund and Scale Fund, including a GIFT city, with an investment capacity of around INR 500 crore to widen its investment spectrum: Accelerator, Seed, and Scale.

News and Trends

The Practical Teacher: Acharya Prashant

IIT Delhi, Tata Institute of Social Sciences, Symbiosis, Institute of Management Technology - these were some of the places where he was engaging with the students. Traveling to several institutes in different cities, and teaching a new concept was hectic and challenging