December 14, 2020
Troverie took its name from the word
trove, which Google defines as a “store of valuable or delightful things.” And for a while, watch execs were hoping for delightful things from Troverie.
The e-tailer, which sold only authorized timepieces supplied by authorized retailers, let watch companies sell product online in a multibrand environment that wasn’t the gray market. Over two dozen independent jewelers joined its retail network, excited to sell certain brands online that they never could before.
When Troverie debuted in August 2018 with 800 models from 16 brands, some hailed its model as a game changer. Said Breitling CEO Georges Kern in a release announcing its launch, “The watch industry has been desperate for an omnichannel sales vehicle led by true experts to properly bridge the gap between online and in-store sales.”