Selling luxury watches: Master High-Value Sales

Selling a luxury watch isn't just a transaction. It’s an art form, one that hinges on a deep understanding of your client, not just your product. To succeed, you have to move beyond just features and specs. It’s about mastering the story, the negotiation, and the relationship to guide a prospect toward becoming a lifelong collector.

The Modern Playbook for High-Horology Sales

Welcome to the sharp end of luxury sales. Forget the old-school, high-pressure tactics. Today, closing a deal on a fine timepiece is all about making a genuine connection. This isn't your standard sales guide; it's a playbook built for the high-stakes, discerning world of horology.

We're going to dive into identifying truly motivated buyers, getting to the heart of what drives them, and crafting a sales experience that feels personal and memorable. You’ll learn how to bring a watch's heritage to life through storytelling, navigate tough negotiations for both new and pre-owned pieces, and build the kind of loyalty that lasts long after the sale.

This simple process map gives you a bird's-eye view of the journey, from spotting the right prospect to closing the deal.

As you can see, connecting with the client's why is every bit as critical as the technical steps of the sale itself.

To help you visualise this journey, here’s a quick breakdown of how a prospect moves from initial interest to a final purchase. Understanding these stages is key to focusing your efforts where they matter most.

The Luxury Watch Buyer Journey at a Glance

Stage	Buyer Motivation	Sales Focus	Archetype Example
Awareness	Seeking status, investment, or a milestone gift. Initial research on brands and styles.	Content marketing, social media presence, brand storytelling.	"The New Collector"
Consideration	Comparing specific models, prices, and sellers. Looking for expert opinions.	In-depth product knowledge, client testimonials, personalised consultations.	"The Connoisseur"
Decision	Ready to purchase but needs final assurance on value, authenticity, and service.	Building trust, seamless presentation, transparent negotiation.	"The Investor"
Post-Purchase	Seeking validation for their purchase and a continued relationship with the brand/seller.	Follow-up communication, exclusive event invites, future acquisition opportunities.	"The Brand Loyalist"

Each stage requires a different touch. Getting this right is what separates a one-time sale from a long-term client relationship.

Navigating the Booming Market

The global hunger for luxury watches is undeniable. Sales data consistently shows a strong lean towards versatile sports models with real history behind them. Just look at the Tudor Black Bay family, which became the best-selling luxury watch of 2025. It’s a perfect example of buyers wanting that mix of heritage, solid performance, and a touch of accessibility. Knowing which models are hot—and why—is half the battle.

The best in this business realise they aren't just selling a watch. They're facilitating the purchase of an asset, a status symbol, or a piece of personal history. Your approach has to mirror the client's core desire.

For a deeper dive into the specifics of moving one of the market's most popular brands, this guide on how to sell your Rolex watch effectively is an excellent resource, covering everything from valuation to finding the right buyer.

This playbook will give you the confidence to navigate this dynamic market with precision. You can also see how modern tools support this process by checking out our overview of sales enablement platforms. Let's get you ready to elevate your game and thrive.

To truly excel at selling high-horology, you need to look past the dial and into the mind of your client. It’s never just about the watch; it’s about the person who will wear it. Mastering this art means decoding the deep-seated motivations that compel a high-value individual to make such a significant purchase.

When you grasp why they’re buying, you can shift from a generic product pitch to a meaningful conversation. Are they marking a personal milestone? Making a savvy investment? Or are they acquiring a symbol of their hard-won success? Every buyer is driven by something different, and your ability to pinpoint that driver is your most powerful sales tool.

Four Core Buyer Archetypes

To make this practical, we can group these complex individuals into four core archetypes. Each one has a distinct psychological profile and a preferred way of communicating. Nailing which group your prospect falls into will completely change your approach.

• The Knight: Motivated by status and recognition, the Knight is looking for a watch that broadcasts success. They are drawn to iconic, instantly recognisable models from top-tier brands that command respect in any room.
• The Explorer: Driven by a thirst for adventure and performance, the Explorer needs a timepiece that can keep up. They get excited about technical innovation, extreme durability, and a story of endurance.
• The Healer: Focused on legacy and emotional connection, the Healer sees a watch as a future heirloom. They are moved by the stories of craftsmanship, brand heritage, and the idea of passing something timeless to the next generation.
• The Wizard: This is the investment-minded strategist. The Wizard is all about the data, rarity, and potential for financial appreciation. They track market trends and view a luxury watch as a hard asset in their portfolio.

Getting a handle on these frameworks is your first big step. If you want to go deeper on this, our guide on advanced customer profiling techniques lays out more detailed strategies.

Identifying the Archetype in Conversation

The secret to profiling is simple: listen more than you talk. Pay close attention to the specific words your client uses, the questions they ask, and the stories they choose to share. You’ll find subtle cues that reveal everything you need to know.

A prospect who asks, "Which CEOs wear this model?" is almost certainly a Knight. The one asking, "What’s the service interval on this movement?" and talking about recent auction results? That’s your Wizard.

These cues are your roadmap. They tell you whether to focus on the watch’s appearance on a celebrity's wrist or its verified performance on a deep-sea dive.

Modern tools can even give you a head start. A platform like Mindreader, for example, can analyse a prospect’s public digital footprint to surface these insights before you even shake hands.

This is how AI can reveal personality traits and communication styles, giving you a massive advantage. When you walk into a meeting already armed with this kind of intelligence, you can tailor your talking points from the very first word.

Tailoring Your Pitch to Resonate

Once you’ve identified the archetype, you can prepare a presentation that speaks their language. This isn't about manipulation; it's about showing respect for what they value and framing the watch in a way that aligns with their goals.

This tailored approach is critical, especially in a red-hot market. Take the Singapore luxury goods sector, valued at USD 10.45 billion in 2025 and projected to hit USD 14.82 billion by 2031. The watches segment is leading that charge with a forecasted 6.92% CAGR. That growth is fuelled by high-net-worth individuals who see timepieces as collectible assets—a trend particularly strong among younger buyers. You can explore the full Singapore luxury market report for a deeper analysis.

Here’s a quick guide on how to adjust your messaging:

• For the Knight: Use words like “iconic,” “prestigious,” and “recognisable.” Frame the watch as a clear symbol of their achievement.
• For the Explorer: Talk about what’s “durable,” “innovative,” and “tested.” Share stories of the watch’s resilience and technical achievements.
• For the Healer: Lean into words like “heritage,” “legacy,” and “timeless.” Speak about the artisan’s hand-finishing and the watch's destiny as a family heirloom.
• For the Wizard: Use terms like “rare,” “appreciation,” and “asset.” Come prepared with data on production numbers, market value, and auction performance.

When you align your narrative with their core psychology, the sale transforms from a simple transaction into a genuine partnership. You won’t just close a deal—you’ll create a client for life.

Crafting a Compelling Narrative for Every Timepiece

When you're selling luxury watches, you aren't just moving a product. You're transferring a legacy. A fine timepiece is a story of human achievement, artistic vision, and mechanical genius all condensed onto a wrist. The best in the business know the secret isn't just presenting a watch—it's breathing life into its story.

This is how you forge an emotional connection that a price tag alone can't touch. Forget features and benefits for a moment; we're talking about desire and aspiration. A client might forget a spec sheet, but they will always remember how a great story made them feel.

Weaving the Brand and Model Story

Every luxury watch holds three core narrative threads: its brand history, the intricacy of its movement, and its place in culture. Your job is to pick the threads that will resonate most deeply with the person sitting in front of you.

Think of yourself as part-historian, part-storyteller. You need the facts, but you have to deliver them with genuine passion.

• Brand Heritage: Was the brand a pioneer in aviation, like Breitling? Did it adorn the wrists of royalty and artists, like Cartier? These aren't just trivial footnotes; they are proof of enduring relevance and prestige.
• Mechanical Soul: Don't just say it has an in-house movement. Explain what that really means—years of painstaking research, hundreds of tiny components working in perfect harmony, all assembled with an artisan's touch. Talk about the "snowflake" hands on a Tudor Black Bay or the legendary slide rule bezel on a Navitimer.
• Cultural Footprint: Connect the watch to the world. An OMEGA Speedmaster isn't just another chronograph; it's the "Moonwatch", a symbol of human exploration. Highlighting these connections elevates the piece from a luxury good to a cultural artefact.

By weaving these elements, you create a rich tapestry of value that goes far beyond its material worth.

Adapting Your Narrative for Buyer Archetypes

Of course, the same story won't work for everyone. The real art lies in tailoring your narrative to the buyer's core motivations. Now that you’ve identified their archetype, you can craft a story that speaks directly to them.

The goal is to make the client see themselves in the watch’s story. When the narrative aligns with their personal identity or aspirations, the desire to own it becomes overwhelming.

Here’s how you can adapt your storytelling for the four main archetypes:

Storytelling for the 'Explorer' This buyer is all about performance, adventure, and pushing limits. Your narrative needs to focus on resilience, innovation, and how the watch holds up in the real world.

• Example: When presenting a Tudor Pelagos, you don't start with its design. You lead with its 500-metre water resistance and titanium case, framing it as a professional-grade instrument built for the most demanding environments. You’d then point out its patented, self-adjusting clasp, designed specifically for a diver's wetsuit—proof of its purpose-built engineering.

Storytelling for the 'Healer' The Healer is moved by legacy, craftsmanship, and emotional connection. For them, your story must be about the human touch.

• Example: For a Cartier Tank, you’d speak of its timeless design, which has remained effortlessly elegant for over a century. You would frame it not as a fashion accessory, but as a piece of art to be passed down through generations—a future family heirloom that carries personal stories with it.

Creating an Atmosphere of Exclusivity

The physical presentation is the stage where your story unfolds. The way you handle the watch and set the environment speaks volumes before you even say a word. This is where reverence and exclusivity become part of the narrative itself.

The Presentation Ritual:

1. Set the Stage: Make sure the space is private, quiet, and spotless. A soft surface, like a leather tray or velvet pad, is non-negotiable. This immediately communicates respect for the object.
2. Handle with Reverence: Always wear gloves. Handle the watch with deliberate, careful movements. When you present it, hold it by the case, allowing the client to see the dial, bracelet, and case back without any obstruction.
3. Control the Reveal: Never show all your options at once. Present one, maybe two, watches at a time. This creates focus and makes each timepiece feel like the star of the show.

This almost ritualistic approach reinforces the value and rarity of the watch. You aren't just showing a product; you are granting an exclusive viewing of a treasure. This makes the experience unforgettable and helps justify the premium, making your efforts in selling luxury watches far more effective.

Negotiating Value in New and Pre-Owned Markets

Let's be honest, the negotiation table is where the real magic happens. It’s where a good salesperson becomes a great one. When you’re dealing in luxury watches, this isn't about haggling over a few dollars. It's a delicate dance of value, prestige, and trust. Getting this conversation right is what makes or breaks a deal, whether you’re in the brand-new or the booming pre-owned market.

Your job is to get the conversation away from price and squarely onto intrinsic value. You’re not selling a gadget that tells time. You’re guiding someone to a tangible asset, a piece of wearable history, or a symbol of their hard-won success.

Understanding this difference is everything. When a client challenges the price, what they’re usually looking for is reassurance that the value they’re getting is worth it.

Framing Value Beyond the Price Tag

Whether you’re presenting a new release with a hefty premium or a vintage classic with a story to tell, the goal is the same: frame the value in a way that clicks with your buyer’s deepest motivations.

• Talk Rarity and Exclusivity: Mention the limited production runs, the now-discontinued models, or the unique complications. This isn't just a sales tactic; it creates genuine urgency and frames the watch as a rare find.
• Show the Investment Potential: A luxury watch is a hard asset, especially for a 'Wizard' buyer. Bring up historical appreciation charts, recent auction results, and market data that back up its long-term worth.
• Lean into the Brand Legacy: Connect the watch to the brand’s story of craftsmanship, innovation, and cultural moments. You’re reminding them they aren't just buying an object; they're becoming part of a legacy.

This shifts the whole dynamic. Suddenly, you’re not just talking price; you’re both exploring the true, lasting value of the piece.

Navigating the Booming Pre-Owned Market

The pre-owned market isn't a sideshow anymore—for many collectors, it’s the main event. The numbers don't lie. Singapore’s pre-owned luxury watch market hit a staggering USD 605.2 million in revenue in 2023. It’s projected to more than double to USD 1,428.1 million by 2030, thanks to a massive 13% CAGR. This boom is fuelled by sharp buyers who prioritise rarity and value. You can dig into the drivers behind this explosive growth in this detailed research from GrandViewResearch.com.

In this space, your biggest job is to build unshakable trust.

When a client asks about the provenance of a vintage watch, they aren't just asking about papers. They're asking, "Can I trust you?" Your ability to provide concrete proof and total transparency is what closes the deal.

Here’s how to get ahead of the common pre-owned objections:

• Provenance Concerns: Have everything ready. We’re talking original box and papers, full service history, and authentication certificates from sources everyone respects.
• Condition Questions: Don’t wait for them to ask. Be proactive. Grab a jeweller's loupe and point out any minor imperfections yourself, explaining them as part of the watch’s character and journey. This builds massive credibility.
• Price Justification: Be prepared with comps. Show them similar models that sold recently at major auctions or on trusted platforms. Frame the price as the cost of acquiring a piece of history that simply can't be bought new anymore.

Archetype-Specific Negotiation Tactics

A one-size-fits-all negotiation strategy is a recipe for failure. You have to read the room and adapt to the buyer in front of you.

• The Knight: This buyer wants the best, and for them, negotiation is a bit of a power play. Hold your ground on price. Explain that the price is a reflection of the watch's status and exclusivity. Offering a discount can actually make the watch seem less valuable in their eyes.
• The Wizard: This data-driven investor needs a logical reason for everything. Show up with market analysis, appreciation charts, and comparable sales data. Your argument has to be built on cold, hard facts, not flowery language.
• The Explorer: This buyer is all about the story and the performance. Your negotiation should centre on the value of the watch's unique heritage and robust engineering. A small, symbolic concession might work, but only if you tie it back to the story.
• The Healer: This is an emotional purchase, often tied to family or legacy. Focus on the value of craftsmanship and the idea of a future heirloom. If you do offer a small concession, frame it as a personal gesture to help them secure this meaningful piece for their family.

Getting these psychological drivers right is crucial. For a closer look at how buyer mindsets influence purchasing decisions, check out our deep dive into the psychology of pricing in luxury sales. At the end of the day, winning the negotiation is about confidently showing that the value on the table is far greater than the price on the tag.

From Sale to Relationship: Building Lifelong Clients

The moment a client says "yes" isn't the finish line; it’s the starting block. In the world of high-end watches, closing a deal is just the first step in a much more valuable journey. Your mindset has to pivot immediately from making a transaction to building a relationship. This is how you turn a happy buyer into a lifelong advocate for you and the brand.

This long-term view is what really separates a decent salesperson from a truly trusted advisor. The aim is to make your client feel like they've just joined an exclusive club, not simply bought an item. It's in this post-purchase phase where genuine loyalty is built, setting the stage for future sales and, just as importantly, powerful referrals.

Designing a White-Glove Post-Sale Experience

Once the payment clears, your service shouldn't just continue—it should accelerate. A meticulously planned post-sale process does more than just tie up loose ends; it reinforces the client's decision and proves your commitment extends far beyond the sale itself. This is where you deliver true white-glove service.

It all starts with the logistics. Secure, fully insured delivery is the bare minimum. You can take it to the next level by providing real-time tracking, a personal confirmation call once the watch arrives, and another follow-up a few days later just to make sure everything is absolutely perfect.

From there, you shift into education and care.

• Offer Practical Advice: Send a personalised email with tips on watch care, the recommended service intervals, and maybe even a quick guide on setting any complex complications.
• Suggest Trusted Partners: Have a list of reputable watch insurance providers or secure storage facilities ready. It shows you’re thinking about protecting their new asset, not just making the sale.
• Be a Resource: Make it crystal clear that you’re their go-to person for any questions, no matter how small. Being a reliable source of information builds incredible trust.

This kind of attentiveness shows you value the client and their investment, not just the commission cheque.

Reinforcing the Purchase and Building a Community

After making a significant purchase, even the most decisive buyer can feel a flicker of doubt. Your communication in those first few weeks is absolutely crucial for eliminating any hint of "buyer's remorse" and cementing their satisfaction.

A simple, handwritten thank-you note can have a massive impact. In a world full of digital noise, that personal touch reinforces the human connection you’ve worked to build. It’s also the perfect moment to subtly welcome them into the "community" surrounding the brand.

The post-sale follow-up is not about immediately asking for a referral. It's about confirming the wisdom of their decision and making them feel like an insider. That sense of belonging is what creates a true brand loyalist.

The passion for these timepieces creates a powerful shared interest. Just look at Singapore, which has become a global force in the watch world, now ranking as the sixth-largest importer of Swiss watches. In 2024 alone, the city-state brought in US$1.84 billion worth of Swiss timepieces, a status solidified by hosting events like LVMH Watch Week. These numbers point to a vibrant community of collectors right on your doorstep, eager to connect with someone who genuinely shares their passion.

Identifying Future Opportunities with Archetype Insights

A strong client relationship is your best pipeline for future business. By staying in touch and understanding how your client's tastes evolve, you can proactively spot their next potential acquisition. This is where your knowledge of the buyer archetypes becomes a powerful tool all over again.

When you're guiding clients, your knowledge of high-quality, sought-after models is key, and this includes the dynamic market for Luxury Pre Owned Watches. You can use your archetype insights to perfectly tailor these future conversations.

• For the 'Explorer': Keep them in the loop about new releases featuring innovative materials or extreme durability. A limited-edition dive watch or a purpose-built GMT would be a perfect, value-added piece of information to share.
• For the 'Wizard': Your communication should be all about market intelligence. Let them know when a model they own is appreciating in value, or give them a heads-up about a rare vintage piece with strong investment potential that just surfaced.
• For the 'Healer': Send them stories that deepen their connection to the brand's heritage or an exclusive invitation to a watchmaking workshop. This kind of engagement feeds their emotional connection to the craft.

This proactive, highly personalised approach proves you remember what drives them. It elevates you from someone who sells luxury watches to an indispensable partner in building their collection. It’s this long-term vision that transforms a single sale into a profitable, lasting, and deeply rewarding relationship.

Selling luxury timepieces isn't just about knowing specs and brand names. It's a nuanced dance of psychology, storytelling, and trust. If you've spent any time in this world, you know the same questions pop up again and again.

Here, we'll cut through the noise and tackle the questions I hear most often from sales professionals. These are the real-world sticking points—from justifying that six-figure price tag to navigating the ethics of a pre-owned sale.

Think of this as your field guide for handling tricky situations with the confidence that only comes from experience.

How Do I Justify the High Price of a Luxury Watch?

First things first: stop talking about cost. Start talking about value. The price on the tag isn't just for the gold and gears; it's for the generations of craftsmanship, the brand's legacy, the rarity, and its potential as a hard asset. Your job is to connect those pillars of value to what truly drives your buyer.

For a 'Knight' archetype, you need to speak their language. Emphasise how this piece is a symbol of success, an undeniable signal of their arrival. It's not a watch; it's a coronation.

A 'Wizard', on the other hand, couldn't care less about status symbols. They need data. Show them the numbers. Talk about the model’s appreciation over the last decade, the limited production run, and what similar pieces have hammered for at auction. You're not selling a watch; you're presenting a savvy financial instrument.

A luxury watch's price is a function of its story, not just its parts. Focus on the narrative that resonates with the buyer's core desire—be it status, legacy, adventure, or investment—and the price becomes a secondary consideration.

With an 'Explorer', you’ll want to highlight the rugged engineering and the incredible stories of adventure tied to the watch. For a 'Healer', the narrative should focus on the human touch—the artisan who spent weeks on the movement, the family history of the brand, and how this watch can become a treasured heirloom passed down through their own family.

What Is the Best Way to Follow Up Without Being Pushy?

A pushy follow-up asks, "Are you ready to buy yet?" A valuable follow-up says, "I was thinking about our conversation, and you might find this interesting." The goal is to be a trusted advisor, not a salesperson chasing a commission. The key is to keep the story going.

Here are a few ways to do it, tailored to the person you're speaking with:

• For the 'Explorer': Find a great article or a quick documentary on an expedition where their watch was put to the test. This isn’t a sales pitch; it’s a piece of content that reinforces the watch's soul.
• For the 'Wizard': Send a quick note about a recent auction result for a similar model. A market report highlighting the brand's strength is even better. You're giving them data that validates their interest.
• For the 'Healer': Share a link to a beautifully shot video that goes behind the scenes at the manufacture. A story about the family behind the brand can deepen that all-important emotional connection.
• For the 'Knight': This one requires a delicate touch. A well-placed, high-quality image of a respected leader or celebrity wearing that exact watch can be incredibly powerful. It’s a subtle nod to the exclusive club they’re about to join.

How Can I Effectively Sell Pre-Owned Against New Watches?

You have to change the frame. Pre-owned isn't "used." It's "impossibly rare," "historically significant," or "astute value." The pre-owned market has its own powerful advantages, and your job is to build a narrative around access, value, and history.

Lean into the magic of discontinued models. These are the "grail" pieces that can't be bought new at any price. For a 'Wizard' or an 'Explorer' hunting for something truly unique, this is a massive hook.

The pre-owned market also presents a smarter entry point for certain iconic models, often with better value retention from day one. The non-negotiable part of this sale? Absolute, iron-clad trust. That means full transparency. You need complete documentation, service history, and third-party authentication to erase any shadow of a doubt. You're not just selling a watch; you're making them the next custodian of a piece of horological history.

What Are the Most Common Objections (And How Do I Handle Them)?

Even with the perfect pitch, you'll run into objections. It's a natural part of the process. The trick is to see them not as roadblocks, but as requests for more information. A well-handled objection actually builds trust and moves the conversation forward.

Here’s a quick-reference guide for navigating the most common objections you'll hear, with responses tailored to each buyer archetype.

Quick Guide to Handling Common Objections

Objection	Knight Response	Explorer Response	Healer Response	Wizard Response
"It's too expensive."	"I understand. Leaders in their field often choose this piece because it's a clear statement of success. It's an investment in your personal brand."	"It’s definitely a premium piece. That's because it's built to survive anything you throw at it, from the boardroom to the summit."	"It reflects the hundreds of hours of hand-finishing. Think of it less as a purchase and more as becoming a patron of true artistry."	"Let's look at the numbers. Models from this line have appreciated by 15% in the last three years. It’s more of an asset than an expense."
"I need to think about it."	"Of course. An important decision deserves thought. While you do, consider how this piece will feel in that crucial meeting next month."	"Absolutely. Why don't I send you a link to a review that really puts its technical capabilities to the test? It’s quite impressive."	"I completely understand. It's an emotional decision. Let me share a story about the family that founded this brand; it might help."	"Makes sense. What specific data point would help you finalise your analysis? The production numbers? Or maybe recent market performance?"
"I'm not sure about the brand."	"That's a fair point. This brand is a bit more 'if you know, you know.' It’s preferred by connoisseurs who value discretion over flash."	"They’re known for their robust, purpose-built movements. This isn't a fashion watch; it's a tool watch with a serious pedigree."	"Their story is what makes them so special. They’ve been family-owned for a century, preserving a tradition of craft that’s rare today."	"Let's look at their holding group's financials and their investment in R&D. They consistently outperform their peers in innovation."

Remember, the goal isn't to "win" an argument. It's to understand the root of the hesitation and provide the right kind of reassurance. By speaking your client's language, you show that you're listening and that you're on their side.

Which Luxury Watch Brands Retain the Highest Value?

The market is always in flux, but a few titans consistently top the charts for value retention. This comes down to brand power, controlled supply, and ferocious demand from collectors. Generally speaking, the "holy trinity" of Rolex, Patek Philippe, and Audemars Piguet are the safest bets for holding, and often increasing, their value.

But don't count out others. Brands like Cartier and OMEGA have incredibly strong performance, too. A Cartier Tank, for instance, is a design icon with over 100 years of history, making it eternally desirable. And the OMEGA Speedmaster's "Moonwatch" legacy gives it an unshakable cultural significance that translates directly to value.

Ultimately, it's not just about the name on the dial. The specific model, its condition, rarity, and whether it comes with the original box and papers all play a huge role in its long-term value.

What Are the Key Ethical Considerations in Luxury Watch Sales?

Your reputation is everything. In a world of high-value transactions and lifelong client relationships, integrity is the only currency that matters. One misstep can cost you your career.

Absolute transparency is the ground rule. You must be brutally honest about every single detail of the watch, especially if it's pre-owned. That means disclosing its true condition, every repair, every replacement part, and a full service history. No exceptions.

Never, ever exaggerate a watch’s features, history, or investment potential. Your role is to inform, not to hype. Furthermore, client privacy is sacred. You will be handling sensitive personal and financial information, and it must be treated with the highest level of security and discretion.

Trust is the foundation of this entire business. Every email you send, every conversation you have, and every watch you sell should be focused on building and strengthening that trust.

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