The independent British watchmaker has been verified as a Google Certified Shop, just one step of a series that show the brand’s upward trajectory.

Getting Google’s stamp of approval is always a good thing. That’s especially true when you’re a relatively small watchmaker and all of your company’s business is conducted online.

Gavin Mountford, Marketing Manager at Nite Watches, breaks down the significance of becoming a Google Certified Shop:

“As a direct to consumer watch brand, we are always looking at new ways of improving the customer experience, so we are extremely pleased to receive this great accolade as an approved Google Certified Shop.”

To help shoppers identify online merchants that offer a great shopping experience, the badge is awarded to ecommerce sites that have a track record of on-time shipping and excellent customer service. As an added benefit, shoppers have the option to select free purchase protection from Google, meaning you can sleep easy after you purchase your new watch.

Becoming a Certified Shop is also a step forward for the brand; it can help attract new customers, increase sales and differentiate themselves through the Google badge of approval.

The independent watchmaker has relied on direct to consumer sales to maximize its value proposition. And they now ship all over the world to thousands of customers each year. But that wasn’t always the case.

Having been founded in 2003, the company only changed its business model in 2010 when it went for the online approach. But the move seems to be paying dividends.

In just a short period of time, the brand expanded its proposition from more basic quartz models to include mechanical watches. Just last year they released the impressive Icon Automatic-215, the first model featuring a self-winding movement.

Of course, all of their watches are famed for their super readability, day or night, thanks to Gaseous Tritium Light Source technology, or GTLS. In fact, the brand won a contract to supply the British Special Forces with its most popular model, the MX10-001.

A serious watch for serious business, indeed. If Nite Watches keeps up with that kind of momentum, it will always be tough to turn off the lights on them.