UK luxury jeweller Aurum Holdings has announced the launch of a transactional website for Watches of Switzerland.\r\nThe website, which showcases brands available in-store, has been designed to give customers a "world class shopping experience to complement the in-store experience." It currently allows customers to purchase around 50 per cent of brands online, but provides full details on all watches, including a watch buyer's guide to help customers decide.\r\nThe launch of the new site is part of Aurum's strategy to develop ways to improve their customers' shopping experience. Over the last year, Aurum has continued to invest in its ecommerce offer, introducing a number of key initiatives such as a 'click and collect' option and the enhancement of the transactional websites for goldsmiths.co.uk and mappinandwebb.com. The website, www.watches-of-switzerland.co.uk is the latest addition to this strategic development.\r\nRuth Benford, ecommerce and marketing director, said: "We are extremely excited about the launch of this unique transactional website, as we continue to invest in our ecommerce platforms to enhance our customer offer. 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. We are very encouraged by the response we have had to date and are confident both our customers and brand partners will be delighted with this innovative concept."