Bucherer’s Jillian Chisari on Marketing Luxury Watches in a Digital World
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Managing Editor Marie Albiges interviews Jillian Chisari, vice president of digital at Bucherer, a leading luxury watch retailer. Listen in as Chisari details the primary responsibilities in her role (1:05), her career journey in retail (1:55), and the difference between luxury and traditional retail marketing (3:30). She discusses enjoying the challenge of luxury marketing (5:45), balancing the legacy of the Bucherer brand with innovation and fresh strategies (7:00), and integrating artificial intelligence into the business (8:45).
In addition, Chisari shares how Bucherer creates immersive experiences for customers online and in-store (10:50), her experience as a woman leader in a traditionally male-dominated luxury watch industry (13:25), and her non-negotiables as a working mom (14:50). She discusses enabling flexibility and encouraging her team to set boundaries between work and personal time (16:30) and why a high-trust culture invites better productivity and employee satisfaction (18:25). Lastly, Chisari shares how she’s helping develop the next generation of leaders (19:30) and how she’s using AI in her daily life (21:50).
Jillian Chisari is a seasoned marketing and digital transformation leader with over 15 years of experience in the luxury retail and beauty industries. As the vice president of digital and marketing at Tourneau|Bucherer, she’s responsible for driving the company’s digital strategy, e-commerce operations, and omnichannel marketing initiatives. In her current position, Chisari oversees the digital and marketing functions at Tourneau|Bucherer, a leading luxury watch retailer. She’s responsible for developing and executing the company’s digital transformation strategy, enhancing the e-commerce platform, and implementing innovative marketing campaigns. Chisari’s expertise in data-driven decision-making and her ability to drive cross-functional collaboration have been instrumental in driving revenue growth and strengthening the brand’s digital presence.
Prior to her role at Tourneau|Bucherer, Chisari held various leadership positions in the beauty and luxury industries. As the vice president of global marketing, e-commerce, and digital at MUTHA™, she spearheaded the brand’s digital expansion and implemented successful marketing strategies. She also served as the executive director at both Laura Mercier Cosmetics and NARS Cosmetics, where she led digital and e-commerce initiatives that contributed to the brands’ success.
Earlier in her career, Chisari held roles in e-commerce, media, and merchandising at Tommy Hilfiger, Tiffany & Co., and other leading retail and fashion companies. Her diverse experience and in-depth understanding of the industry have enabled her to drive strategic and operational improvements across multiple organizations. She holds a MBA from the NYU Stern School of Business, where she specialized in luxury and retail management. Her academic achievements and industry-focused education have provided her with a strong foundation to excel in her professional endeavors.
Date: August 5, 2025
Credits: Jillian Chisari
Duration: 24:43
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