Luxury Retail · Custom CRM

The CRM that understands a serial number is not a SKU.

Off-the-shelf CRMs are built for B2B sales pipelines. Your pre-owned Patek Philippe with authentication papers and a service history is not a "deal." We build CRM systems that understand how luxury watch and jewellery retail actually works.

Serial number inventory tracking
End-to-end repair workflow
Client purchase history & preferences
In-store + online unified view
Pre-owned intake & provenance
Staff attribution & commission

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"Before this CRM, we were running the business on spreadsheets and memory. Staff attribution was basically whoever wrote it down first. Now we have a real-time view of every piece of inventory, every repair job, every sale. The 30% growth since we went live is not a coincidence."

Jtan Styla

CEO, Hikomore, London, UK

Why everything else fails

Four tools your peers have tried. Four reasons they stopped.

✕Salesforce / HubSpot
Built for B2B service sales pipelines. The core data model is "account → contact → opportunity." A watch with a serial number and a service history does not fit.
✕Shopify / WooCommerce
E-commerce platforms manage SKUs, not individual physical objects. A pre-owned Rolex Submariner is one unique piece, not a quantity-in-stock line item.
✕Lightspeed / EPOS
Point-of-sale systems handle the transaction but not the relationship. They do not track repair jobs, client preferences, or pre-owned provenance.
✕Excel / spreadsheets
No audit trail, no permissions, no notifications, no integration between inventory and repairs and client profiles. Works until it doesn't.

The fix is a system built around your inventory, not adapted to it.

A pre-owned Rolex Submariner is one unique piece, not a SKU with a quantity. Your data model has to reflect that before anything else works correctly. We build from scratch with Laravel and MySQL, with a schema that mirrors how your business actually thinks about stock.

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What we build

Every workflow your business actually runs.

Serial number inventory
Every piece tracked by serial number across new, pre-owned, and mint-condition stock. Condition grade, provenance, authentication papers, service history, all in one place.
New · Pre-owned · Mint-condition
End-to-end repair workflow
From intake to collection. Stage-by-stage tracking with customer notifications at each milestone. No more "we'll call you when it's ready." And no more lost job cards.
Received → Diagnosis → Estimate → Service → QC → Collection
Client profiles
Full purchase history, brand and complication preferences, watch wishlist, service reminders, and high-value client flagging for personalised outreach.
Purchase history · Preferences · Wishlist
Staff performance attribution
Every sale attributed to the staff member who closed it. Commission calculation support. Clear visibility on who is performing and in which categories.
Sales attribution · Commission tracking
Unified in-store + online
Single inventory view across physical store and website. Stock levels update in real time. Online customers see what's actually in the shop, not a static catalogue.
Real-time stock sync · Dual-channel orders
Pre-owned intake
Structured intake process for pieces you're buying: condition grading, provenance recording, pricing calculation, and a chain-of-custody log from acquisition to sale.
Condition grading · Provenance · Pricing

Proof from production

A custom CRM built for the complexity of luxury watch and jewellery retail: inventory, repairs, staff performance, and pre-owned stock in one system

A UK-based luxury retailer selling new, pre-owned, and mint-condition watches across their physical store and online needed a CRM that understood their business. Off-the-shelf tools did not. We built one that did.

30%
Year-on-year revenue growth: Unified
In-store + online order view: End-to-end
Repair workflow digitized: Full
Staff performance attribution

LaravelMySQLRESTful APIs

Read the full case study

FAQ

Questions we get asked before every engagement.

Why can't I use Salesforce or HubSpot for my watch retail business?

Salesforce and HubSpot are built for B2B service sales pipelines where the "product" is a relationship. A luxury watch with a serial number, service history, authentication papers, and a chain of custody is not a deal. It is a physical object with a life story. Generic CRM data models cannot represent this without extreme customisation that costs more than a bespoke build and produces a worse result.

How does serial number tracking work in your CRM?

Every piece in your inventory (new, pre-owned, or mint-condition) is tracked by its unique serial number. The CRM records condition grade, purchase provenance, authentication status, service history, and current location (in-store, consignment, repair, sold). You know exactly where every piece is and what has happened to it.

Can the CRM handle both in-store and online orders?

Yes. We build a unified order view that combines in-store point-of-sale transactions and online sales into a single system. Staff see the same inventory regardless of channel. Pre-owned pieces available in-store are visible online. Stock levels update in real time across both channels.

How does the repair workflow module work?

Watches enter the repair workflow at intake with condition photos, fault description, and estimated completion date. The system tracks each stage: received, diagnosis, estimate approved, in-service, quality check, ready for collection. Customers receive notifications at key milestones. Staff can see all open jobs and their stages in real time.

How long does it take to build and how much does it cost?

A core CRM (inventory, orders, repairs, client profiles, staff attribution) typically takes 12–20 weeks. Cost starts from $18,000 for a focused build. We scope precisely after a discovery conversation. We do not give ballpark estimates before we understand your workflows.

Start your CRM project

Tell us how your business works.
We will build around it.

We scope luxury retail CRM projects in a single 30-minute call. By the end you will know exactly what workflows we would build, what the timeline looks like, and what it costs.