What is luxury experience? conventional wisdom suggest that luxury experience is achieved by offering the highest quality product with impeccable service in any of the elements that mass brands also offer. these elements are not enough to design luxury experience. this is because luxury experience goes beyond extreme premiumness. the job becomes even tougher when you are a retailer of high end watches. how does a retailer create a unique identity for his store? Anil Prabhakar visits two multi brand watch stores and a mono brand boutique to find out.