Elite Associates
Boutique Director

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We are partnering with one of the world's most prestigious luxury watch Maisons to appoint a Boutique Director to lead one of its flagship London boutiques.
This is a high-profile leadership opportunity for an established luxury retail Director who can combine strong commercial leadership with exceptional client experience, team development and operational excellence.
The successful candidate will be responsible for leading and developing a high-performing team, elevating the boutique's client culture and strengthening relationships with UHNW and VIC clients. This role requires an inspirational leader who is confident representing the Maison at client events, press moments and other high-profile occasions.
Key Responsibilities:
Leadership & People Development
- Lead, motivate and develop a high-performing boutique team, creating a stable, accountable and engaging culture.
- Establish strong performance management routines, including regular coaching, feedback and development conversations.
- Identify and nurture talent, supporting team members in their career progression and preparing high-potential individuals for future leadership roles.
- Lead by example, maintaining a strong presence on the boutique floor and setting the highest standards of client service and professionalism.
Commercial & Turnaround Leadership
- Drive boutique performance and deliver against commercial objectives, KPIs and strategic business goals.
- Demonstrate the ability to assess complex or underperforming environments and implement clear strategies to improve performance.
- Identify opportunities to grow the business, whether through team transformation, client development or successful boutique opening and development experience.
- Proactively identify challenges and provide practical, commercially focused solutions.
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Client Experience & VIC Development
- Create a strong client-centric culture, ensuring every interaction reflects the exceptional standards of a prestigious luxury Maison.
- Build and develop a strong pipeline of VIC and UHNW clients through proactive clienteling and relationship management.
- Drive CRM activations, client engagement programmes and initiatives designed to increase loyalty and long-term client value.
- Demonstrate a proven track record of developing successful VIC client programmes and cultivating meaningful client relationships.
- Personally engage with UHNW clients and confidently represent the Maison at private events, client appointments, press moments and other high-profile occasions.
- Continuously identify ways to elevate the boutique experience and exceed client expectations.
Operational Excellence
- Maintain rigorous operational standards across the boutique, ensuring all procedures, controls and compliance requirements are consistently upheld.
- Lead from the front and remain hands-on within the boutique, balancing leadership responsibilities with day-to-day operational requirements.
- Ensure operational responsibilities are clearly understood and shared across the team, creating a culture of accountability and ownership.
- Oversee stock, security, compliance, administration and boutique standards with meticulous attention to detail.


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About You:
- Proven experience at Boutique Director, Store Director or equivalent senior leadership level within luxury retail.
- Strong experience within luxury watches, fine jewellery or another highly client-centric luxury environment.
- A proven people leader with a strong track record of coaching, developing and retaining high-performing teams.
- Demonstrable experience of turning around an underperforming team or business, or successfully leading a new boutique opening.
- Strong understanding of VIC and UHNW client development, clienteling and CRM strategies.
- Excellent commercial awareness with a track record of delivering against ambitious targets.
- Highly polished communication and presentation skills, with the confidence to represent a prestigious Maison externally.
- Hands-on, solutions-focused and operationally rigorous.
- Impeccable personal presentation and a natural ambassador for luxury.
This is an exceptional opportunity for a senior luxury retail leader to take ownership of a prestigious boutique and play a key role in shaping its commercial performance, client culture and long-term success.
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