Success has largely been driven by seasonal events such as Black Friday and Christmas, with the brand mounting an agile response to consumer behaviour trends across these key trading periods.
Matthew Stein, CEO of Ralph Christian said: “Over the past year, consumer purchasing behaviour has become increasingly strategic, with buyers holding out for exclusive, limited-edition releases and time-sensitive promotions. Affordability and value are at the forefront of decision-making; customers know what they want and are resolute in finding it at the best possible price.”
The direct-to-consumer model has continued to dominate the market, with more brands moving away from traditional retail in favour of stronger brand-owned digital platforms. However, as online competition increases, so too do customer expectations regarding speed, service, and trust.
Matthew adds: “Consumers are researching brands more thoroughly, relying on reviews, return policies, and overall brand reputation before making a decision. In a competitive landscape, ensuring a frictionless, high-trust shopping experience has become just as important as the product itself."
"Looking ahead, the brands that will perform best are those that invest in customer service, post-purchase experience, and long-term credibility. Fast shipping and seamless returns are no longer a ‘nice to have’, they are an expectation, and we have continued to invest in improved fulfilment with this in mind."
This year saw Ralph Christian launch its first carbon fibre watch in a bid to bring this highly desirable material to the market at an affordable price. The successful release, as well as sustained customer interest in the Intrepid Sport and Regatta ranges reflect a consumer who is gravitating towards longer-lasting, investment-driven purchases rather than disposable, trend-led fashion pieces.
Matthew concludes: "The past year has reinforced that while consumer behaviour fluctuates, the fundamentals of a strong watch brand remain unchanged. The brands that will thrive in the next financial year will be those that stay agile, responsive, and committed to delivering not just great products, but an exceptional customer experience."