Built in 2020. Still the same two people.

There was no shop. Watches and jewellery of this kind moved through the showroom and through people who already knew the house, which works well until you want to be found by somebody who does not.

Selling at these prices online means answering a question the showroom answers by itself. Not is this the right piece, but is this seller real — and that question gets answered in the first three seconds, by how the shop looks.

Build a shop whose presentation carries the same weight as the brands inside it. At this price point the appearance is not decoration and it is not taste — it is the substitute for the room, the light and the person behind the counter.

Forty products sounds small until you look at how they vary: case sizes, materials, straps, editions. Each of those combinations has to be selectable without turning the page into a form.

A shop built around the photography rather than around a theme, with variant handling that keeps the choice visible instead of hiding it in drop-downs, and German and English as equals rather than one being a translation of the other.

Then six years of continuing to build it. New brands, new categories, new payment methods, the move to newer WooCommerce versions — all of it with the same two people, which is the part the numbers below actually describe. The mechanics are on our online shops page.