Luxury Watches
Grew Lifecycle Revenue to £1.97M Whilst Scaling SMS
How we built Watchlyx a full email and SMS lifecycle programme that scaled attributed revenue to £1.97M and turned SMS into a major channel across their first year.
Industry
Luxury Watches
Service areas
Flows, Campaigns, SMS, Strategy
Timeframe
11 Months
The Challenge
Luxury watches are a high-consideration purchase. Customers need time, education and multiple touchpoints before they buy, so short-term promotions were never going to build the business. Watchlyx needed a retention programme that could carry a long buying journey and stand up to peak season demand, not a discount calendar.
Goals We Set Together
Build a retention foundation that did not lean on short-term promotions
Support a long, high-consideration buying journey with the right message at each stage
Grow SMS from an underused channel into a real revenue driver
Arrive at Black Friday and Christmas with a fully connected campaign and automation strategy
Grow the owned audience ahead of peak season
Our Approach
We built a complete email and SMS ecosystem across four pillars.
Lifecycle Infrastructure. Created and optimised the full set of core journeys (Welcome, Browse Abandonment, Cart Abandonment, Checkout Abandonment, Post-Purchase and Winback) so each flow worked as part of a connected journey rather than in isolation.
Testing and Optimisation. From February to October we continuously tested subject lines, messaging, offers, creative and channel mix, so peak season decisions were guided by real customer behaviour rather than assumptions.
SMS Revenue Growth. Built SMS into key customer journeys and seasonal campaigns rather than using it only for promotional blasts, reaching high-intent customers at the moments they were most likely to act.
Peak Season Strategy. For Black Friday and Christmas we built a full seasonal ecosystem: dedicated campaign calendars, seasonal SMS, BFCM and Christmas flows, list-growth pop-ups and supporting automations to convert new subscribers and recover high-intent shoppers.
The Results
Across 2025, Watchlyx achieved:
£1.97M+ attributed lifecycle revenue
£1.59M+ attributed email revenue
£383K+ attributed SMS revenue
£151K+ generated by the Welcome Flow alone
SMS grew from a standing start into a major revenue channel, contributing over 20% of attributed revenue during peak season
Peak season (November and December):
£1.06M attributed lifecycle revenue (+160.4%)
£4.02M total store revenue (+170.2%)
What We Built
Welcome Flow
Browse Abandonment
Cart Abandonment
Checkout Abandonment
Post-Purchase
Winback
BFCM and Christmas seasonal flows
SMS integrated across core journeys and seasonal campaigns
List-growth pop-ups
Seasonal campaign calendars
"Luke and his team at Evernue have been amazing to work with. They’ve completely taken charge of the marketing side of things, which has freed me up to focus on other areas of the business. Their work has been solid, consistent, and results-driven, exactly what I needed."
Shai Shahir
Founder
Case studies
Real Revenue Wins From Real Clients
Who do you work with?
We primarily partner with established 7–8 figure ecommerce brands that want a dedicated Klaviyo team. Whether you're founder-led or have an in-house marketing team, we become an extension of your business, taking ownership of your Klaviyo account.