Prestigious jewellery brands hesitant to work with Amazon

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Amazon has plans to add watches and jewellery to its inventory, despite prestigious watch and jewellery brands being hesitant, according to luxury specialists L2 Think Tank. Based on its new study, “a lot of prestige brands don’t want to work with Amazon, just because they are concerned with brand equity,” lead researcher Mabel McLean told JCK. “I think if you want to work with Amazon, you already are at this point…They already have the demographic. It’s more of a question of getting brands on board so they can sell the inventory themselves.”

While Amazon features products from brands like CITIZEN and Alex and Ani, notable luxury brands that aren’t working with Amazon include LVMH. CJ

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