The company is present in Romania through three stores, two in Bucharest, with the largest in Calea Victoriei, and one in Constanta, inside five-star hotel Vega, controlled by businessman Gabriel Comanescu.
The company brings brands such as Vacheron Constantin, Cartier, Officine Panerai, Piaget locally.
Facing the sudden demand contraction, Helvetansa has to adapt to the new market conditions. While in 2008 the company’s revenue hit EUR5.2 million, according to Finance Ministry data, the company’s sales reached EUR2.2 million in late 2013. Thus, the company moved to support sales.
“Three years ago we started restructuring. Fourteen people were left out of 24 and from 25 brands in our portfolio we went to 15. We gave up niche brands. We additionally developed after sales services and we launched the pre-owned watch service,” says Max-Igor Muller, Helvetansa manager.
According to him, the average price of watches sold in the store of Calea Victoriei ranges between EUR5,000-10,000, while in smaller units prices range between EUR2,000 and EUR3,000.
“We want to increase sales in Bucharest, revert to the pre-crisis level and we will then consider possible expansion plans,” adds Max-Igor Muller.
The company has recently completed a EUR40,000 investment in the store of Calea Victoriei, in a corner especially destined to Vacheron Constantin Swiss brand.
(English version by Catalina Apostoiu)