With that notion in thoughts, the brand – justifiably – desires to exert more management over its relationship with the shopper. After all, it takes quite a lot of time, money and effort advertising and creating a product, and a vital component of the product’s image is the notion of value and status. Many watch companies started to establish flagship shops as a approach to promote the brand, whereas arguing that the flagship store itself was not a direct competitor to its unbiased stockists.

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