JOB PROFILE ASSISTANT BOUTIQUE MANAGER

ABOUT A. LANGE & SÖHNE

Since the legend's reincarnation in 1994, A. Lange & Söhne has been one of the most respected and successful watch brands in the luxury sector. Our whole aim is to continue our tradition with new, outstanding products, very much in keeping with Lange's claim: State-of-the-art tradition. What we expect from our watches, we expect from us: Never stand still.

PURPOSE

Managing day-to-day boutique operations, transforming corporate objectives into operational goals at a boutique level. Being the brand ambassador to reflect brand image to boutique customers. Attain desired results through creative and effective use of resources, retail and CRM tools. Prepare business analysis and action plans to achieve sales targets. Assist the boutique manager in his/her role.

Job Description

Assistant Boutique Manager – Private Appointment Boutique

Location: Mall of the Emirates, Dubai, UAE

Position Summary

The Assistant Boutique Manager is responsible for supporting the Boutique Manager in leading an exclusive, appointment-only boutique that delivers an exceptional level of luxury client experience.

Unlike a traditional retail boutique, this location operates primarily through scheduled appointments, VIP clienteling and bespoke experiences. The Assistant Boutique Manager plays a critical role in ensuring every appointment is flawlessly executed, relationships with High Net Worth Individuals (HNWIs) are nurtured, and commercial objectives are achieved through personalized client engagement rather than walk-in traffic.

The role requires an experienced luxury retail professional with strong clienteling capabilities, excellent operational discipline, and a passion for creating memorable experiences.

Key Responsibilities

Boutique Operations

• Support the Boutique Manager in the day-to-day management of the boutique.
• Ensure the boutique consistently reflects the highest standards of luxury presentation.
• Maintain operational excellence across all boutique activities.
• Ensure all security and brand procedures are strictly followed.
• Supervise boutique opening and closing procedures.
• Monitor inventory accuracy and coordinate stock movements.
  
  

Appointment Experience

Manage the complete client journey before, during and after each appointment.

Responsibilities Include:

• Prepare personalized appointments based on each client’s profile.
• Coordinate product selection prior to client arrival.
• Ensure boutique readiness before every appointment.
• Deliver an exceptional hospitality experience.
• Follow up with clients after each visit.
• Record all interactions within the CRM system.
  
  

The objective is to create an experience that exceeds expectations rather than simply conducting a sales presentation.

Client Development

Develop long-term relationships with collectors and VIP clients.

Responsibilities Include:

• Build and maintain an active portfolio of clients.
• Proactively contact existing clients.
• Identify opportunities for repeat business.
• Develop referral opportunities.
• Invite clients to exclusive events and launches.
• Partner with Marketing and CRM teams on client activation initiatives.
• Achieve individual clienteling KPIs.
  
  

Sales Performance

Support Achievement Of Boutique Commercial Objectives Through:

• Appointment conversion
• Sales targets
• Average transaction value
• Cross-selling opportunities
• Client retention
• Repeat purchase rate
  
  

Boutique Leadership

• Lead the boutique in the absence of the Boutique Manager.
• Coach Boutique Advisors on luxury selling techniques.
• Support recruitment and onboarding.
• Provide daily performance feedback.
• Foster a collaborative and high-performance culture.
  
  

CRM Excellence

The Assistant Boutique Manager is expected to be highly proficient in CRM management.

Responsibilities Include:

• Maintain accurate client records.
• Track client preferences.
• Record purchase history.
• Schedule follow-up activities.
• Monitor client anniversaries and important milestones.
• Ensure CRM data quality.
  
  

Event Support

Support The Execution Of:

• Private appointments
• Watch launches
• Collector evenings
• Boutique activations
• VIP events
• Partner collaborations
  
  

Operational Excellence

Ensure Compliance With:

• Brand standards
• Audit requirements
• Security procedures
• Cash handling
• Inventory controls
• Health & Safety requirements
  
  

Key Performance Indicators (KPIs)

Commercial

• Sales achievement (%) for boutique and per retail team member.
• Appointment conversion rate
• Average transaction value
• Units sold
• Sales per appointment
  
  

Client Experience

• Appointment satisfaction
• Client retention
• Repeat purchase rate
• CRM completion rate
• Net Promoter Score (NPS)
  
  

Clienteling

• Number of appointments conducted
• New clients acquired
• Existing clients reactivated
• Follow-up completion rate
• Client outreach activities
  
  

Operations

• Inventory accuracy
• Audit compliance
• Mystery shopping results
• Boutique presentation standards
  
  

Qualifications

• Bachelor’s degree preferred.
• Minimum 5–8 years of luxury retail experience.
• Minimum 2–3 years in a supervisory or Assistant Boutique Manager position.
• Experience within luxury watches, jewelry or other luxury retail sectors is highly preferred.
  
  

Skills & Competencies

Client Excellence

• Exceptional relationship-building skills
• Luxury hospitality mindset
• Emotional intelligence
• Professional etiquette
• Active listening
  
  

Commercial

• Strong sales acumen
• Negotiation skills
• Results-oriented mindset
• Business awareness
• Analytical thinking
  
  

Leadership

• Coaching capability
• Team motivation
• Performance management
• Decision making
• Accountability
  
  

Personal Attributes

• Impeccable presentation
• Highly organized
• Detail-oriented
• Proactive
• Discreet and trustworthy
• Calm under pressure
• Passion for fine watchmaking and luxury craftsmanship
  
  

Success Profile

The ideal candidate is an experienced luxury retail professional who thrives in a highly personalized environment. Rather than focusing on walk-in traffic, they excel at cultivating lasting relationships with collectors and discerning clients, anticipating their needs, and delivering bespoke experiences that strengthen brand loyalty and drive repeat business. They combine strong commercial instincts with operational discipline and naturally represent the Maison with sophistication, discretion, and professionalism.

What Makes This Role Different

This is not a conventional Assistant Boutique Manager role. Success is measured less by managing footfall and more by creating meaningful one-to-one relationships. The Assistant Boutique Manager is expected to:

• Curate exceptional appointment-based experiences.
• Act as a trusted advisor to collectors and high-net-worth clients.
• Use CRM proactively to build a sustainable pipeline of appointments and repeat business.
• Collaborate closely with the Boutique Manager to position the boutique as a destination for exclusive, high-touch luxury experiences.
• Continuously identify opportunities to elevate the client journey and reinforce the boutique’s unique, appointment-only concept.