Cortina Watch has unveiled a new e-commerce platform, Cortinawatch.online.

As Singapore’s second-largest luxury watch retailer with annual revenues of S$466 million (US$339 million), the new site will retail timepieces by Bell & Ross, Corum, Ebel, Tag Heuer, and Zenith.

Cortina’s COO Jeremy Lim said the platform started because there are some customers who prefer the convenience of purchasing online – “clients who are internet-savvy, who don’t have time to come and touch and feel the watch.”

He said customers “may have to pay a bit more because they can’t haggle over the internet, but (it’s a small price to pay) for convenience”.

The primary aim of the site, according to Lim, is to drive footfall to Cortina’s physical stores.

Cortina Watch will bear the cost of shipping, handling, delivery and insurance on watch purchases through the site.

All watches available on Cortina’s e-commerce platform can be found in store, although online exclusives and limited edition models will be launched in the coming months.