Swiss watchmaker IWC Schaffhausen July 15 joined Tmall to tap the platform's reach with Chinese consumers looking to buy luxury goods online and via mobile. Image credit: IWC Schaffhausen
Is ecommerce really the answer for luxury watches in China?
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Jewelry | No 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","iv":"0a25298623af19d93613d4eb78b1d935","s":"4c028f1fa69a580c"}