Case: Boutique dos Relógios

From a proprietary system to a scalable e-commerce platform with UX/UI redesign for a leading luxury brand.

Boutique dos Relógios is Portugal’s leading retailer for premium and luxury watches and jewelry. With a strong network of physical stores and a portfolio of international brands, the goal was to further develop digital sales and establish it as a key growth channel.

Uhura Digital designed and delivered a new e-commerce platform based on Adobe Commerce (Magento), focusing on scalability, brand experience, and user experience.

  • Experience Design
  • UI & Design System
  • Platform Migration Strategy
  • System Architecture
  • Development
  • SAP & Salesforce Integration
  • SEO & Data Layers
  • Grow & Enhance

A thorough discovery sprint followed by a dedicated concept phase including UX design, prototyping, and the development of a component library laid the foundation for the success of a project of this scale.

The Challenge

Boutique dos Relógio’s existing e-commerce solution was based on a proprietary system that could no longer meet growing demands in terms of performance, scalability, and flexibility. At the same time, it lacked the structural foundation required to consistently present an expanding portfolio of brands and products at a premium level.

A key challenge was to translate the curated, high-end in-store experience into a digital environment while ensuring intuitive navigation for different user groups.

In addition, the migration from the existing webshop system posed a major challenge. Content, product data, and business processes had to be transferred reliably to the new platform while maintaining full business continuity without interrupting ongoing sales operations.

The integration of existing systems — particularly ERP and data structures — required a robust and future-proof technical architecture. At the same time, the need for advanced tracking, data analytics, and continuous optimization increased in order to support data-driven decision-making in marketing and sales.

Solution

Uhura Digital first redefined the digital experience from a user and brand perspective. A clear information architecture, optimized navigation, and a modular design system were developed to translate Boutique dos Relógios’ premium retail experience into an intuitive and consistent digital customer journey leading from inspiration to purchase.

Building on this UX/UI foundation, we then developed a new scalable e-commerce platform based on Adobe Commerce. The migration from the proprietary legacy system was carefully planned and executed to ensure content, product data, and business processes were transferred reliably without interrupting ongoing sales operations.

The platform was integrated with existing ERP and data structures and designed for performance, scalability, and continuous optimization. It now provides a robust foundation for data-driven marketing, integrated online-to-store campaigns, and the expansion of new business models such as trade-in and pre-owned offerings.

Result

With the relaunch, Boutique dos Relógios significantly strengthened and further developed its online channel. The new platform led to a noticeable increase in usage and substantial growth in digital revenue.

The online shop became established as a strategically relevant sales channel. Exclusive online campaigns and retail-connected activations, including voucher issuing and redemption, today link digital engagement with the physical store network. The platform also provides the basis for new business models and service formats such as Trade-In and Pre-Owned, which are now being expanded in a coordinated digital setup.

  • 900 K+

    active sessions/month handled

  • 36 K+

    Skus in catalog

  • 70 %

    digital sales channel growth

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