Jewellery group Aurum has launched a transactional website for its Watches of Switzerland brand. showcases all brands available in store with 50% of brands available to purchase directly.

The launch is part of Aurum’s strategy to develop a strong multi-channel offer Over the last year, the group, which also operates Goldsmiths and Mappin & Webb, has introduced ‘click and collect’ and revamped its existing sites.

Watches of Switzerland is the largest distributor of luxury brands such as Rolex, Omega and TAG Heuer in the UK. It operates from 15 stores.

Aurum e-commerce and marketing director Ruth Benford said: “We wanted to provide our customers with a rich content experience, giving them a similar high end shopping experience that they would otherwise get in store.”