Helvetansa maintains leading position in luxury watches and retail in Romania

Nicoleta Pavel, Deputy Retail Manager at Helvetansa (Swiss owned retailer of luxury watches and jewellery) shared exclusively with CPP-MC.COM her company’s strategic positioning and her views of the luxury market in Romania, second largest E.U. market in Central & Eastern European region after Poland. 


As one of the pioneers of luxury retail in Romania and one of the leading luxury watches and jewellery retailers in Romania, what is your assessment of 2011? (compared to 2010). What are your expectations in terms of 2012?


We were actually the first Swiss watches importer company in Romania. In 2011 we had some internal changes that brought the Swiss spirit in the company. For 2012 we wish to maintain the same turnover.


What new brands have become part of your portfolio in 2011 and what brands do you expect to add in 2012?


In 2011 we didn’t increase the brand portfolio and we don’t plan to do so neither in 2012.



Which is the percentage split between watches and jewellery in your turnover? What do you expect your turnover overall for 2011?


70% watches / 30% jewelry.


What has been the best performing luxury watch brand on the Romanian market? (above 10.000 euro price tag)


Vacheron Constantin


Why do you think Romanian wealthy consumers still prefer to buy abroad? What is the case in Romania?


They prefer to buy abroad because of the VAT difference (8% in Switzerland for example).


What are the biggest challenges you are facing in your business (for example: couterfeiting, currency fluctuations, black market etc)


A strange legislation, currency fluctuations, parallel market (we have 2 dishonest players present on the market).


How have you seen the Romanian branded jewellery consumer evolve in the past 2 years? Are they more inclined towards the investment factor?


Our distinguished customers definitely look at the investment factor (even if they purchase a watch). The renowned brands don’t have a decrease of value in time (on the contrary). And our customers know that.


Helvetansa’s portfolio includes: watches – Vacheron Constantin, Chanel, Baume & Mercier, Audemars Piguet, Movado, Jaeger LeCoultre, IWC, Panerai, Daniel Roth; jewellery: Cartier, Piaget, Chaumet, Christian Dior, Leo Wittwer.