Case Study

Watches of Wales

eCommerce web store development and UI / UX updates for Watches Of Wales.



Watches Of Wales

Website Development

Market Sector

Over 20 Years’ Experience in Sourcing The Finest Watches From All Over The World


Bespoke Shopify Development

UI Updates

Bespoke Payment Gateway

Finance Integration

Bespoke Shopify Development

As part of the excellent customer service from Watches Of Wales they offer a warranty for their products & we were tasked with digitising this process.

After a customer completes the purchase of their item or items, the products information and transaction date are logged. These details are pushed via API to the bespoke order evaluation module, where the warranty information is generated per item and matched against the product. Finally this information is returned to Shopify, updating the order information and presented on the customer account, where their warranty information certificate can be downloaded.

Watches Of Wales Category Filter UI

UI Updates

The Watches of Wales website is built on Shopify Plus and with their range of luxury watches, visually we think their site is very appealing. Reach were tasked with resolving some legacy issues from their original build

Updating Category Filters

When customers were trying to filter products for certain categories, the options for attributes such as year or the dial colour were not displaying. This was impacting the UX (user experience), which ultimately had an impact on KPIs such as items added to basket and sales conversions.

Form Integrations

To maintain a consistent look and feel across the Watches Of Wales store even when using integrations is important. The issue occurred after an update from the integration partner highlighted a legacy issue, where the implementation of the integration was not future proof.

We had to remove the old integration code and rebuild in a manner that allowed for customisation without hacking around the integration.

Payment Gateway

With the store being built upon the Shopify platform, this brought some restrictions and complexities to the fore (which we enjoy in a sadistic kind of way!), specifically related to Shopify’s current Payment SDK, but nothing that we couldn’t overcome. The finished integration is now fully implemented and seamlessly working end-to-end. This will enable end users to pay by a selection of cryptocurrency (Bitcoin, Ethereum and USDT) via the ShopifyPlus platform.

Watches of Wales & uTrust

If you are interested in adding this payment option to your ShopifyPlus site it’s worth looking at how this could increase your conversion rate and customer base with the growing popularity of cryptocurrency in today’s market.

The global cryptocurrency market size stood at USD 754.0 million in 2019 and is projected to reach USD 1.758.0 million by 2027, exhibiting a CAGR (compound annual growth rate) of 11.2% during the forecast period.

Finance Integration

Switching finance options and choosing the right partner can be a great way of increasing online sales and conversion rates. To help one of our clients achieve this, we built a bespoke finance integration which delivered a user journey focused on simplicity.

Comparing the month prior to this going live and a month of data with the new integration, we were delighted to see a significant uplift.


  • Increase in online finance applications
  • Increase in sales
  • Increase in AOV
  • Increase in Revenue
  • Increase in Conversion Rate

To deliver this project we implemented a custom script into Shopify which sent and received data via a JSON API to custom middleware that we developed to bridge the web store with the finance partner.

Why Choose Reach Studios – Marketing Specialists

Reach Studios can offer the combined skills of our talented in-house web designers, developers, and search experts to deliver an award-winning service to create you an impactful, eye-catching, and responsive website that caters to both desktop and mobile devices alike.

We’re proud of our heritage as a Sheffield Web Design Agency but our clientele is not limited to the Sheffield area. We have created websites for hundreds of clients throughout the United Kingdom and overseas. Whether your current website needs to be improved to bring success, or you’re in need of a completely new website, the team here at Reach can help you achieve website success. Please Get in Touch

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