Selfridges launches click & collect for Cartier

If you are in need of last minute fashion jewellery or luxurious time pieces, Selfridges

has launched a click and collection service for Cartier.

The new service could mean other luxury brands will soon be available online.

The Oxford Street department store already has a shop-in-shop that sells Cartier's watches, leather goods and jewellery but in a unprecedented move the products will now also be available on Selfridges website, via its Wonder Room page.

Selfridges multichannel director Simon Forster stated: “Launching Cartier online through this bespoke click-and-collect service is a milestone in the development of our multichannel proposition.”

Luxury brands are traditionally wary of selling online because it is difficult to replicate the in-store experience. However, a Cartier spokesman said the Selfridges agreement meant that customers would still “experience the magic” of the Cartier red box.

“Clients will come into the boutique to pick up their purchase and still receive the same level of service expected if you were to buy direct in-store," the spokesman said.