Georg Jensen appears at Baselworld for the first time in five years tomorrow, a move designed to promote a change to its brand and retail strategy.
A new management team at the Danish design house will reveal a more luxurious watch and jewellery collection, and will explain a push to open more branded stores throughout the world.
Georg Jensen was acquired by Investcorp in November 2012, with David Chu taking the helm as the chief executive and chief creative officer in early 2013.
Since then, Chu and his team have reviewed product across all brand categories and restructured production accordingly.
The watch offering has been reworked and a brand new production line put in place to deliver a Swiss made timepiece, with chronographs being assembled and controlled in Switzerland.
The signature Koppel collection will feature watches with semi-complications developed by a movement manufacturer in the Vallée de Joux, Dubois Dépraz.
New retail launches scheduled for spring and summer 2015 will support this refocused design-driven vision. In London, the Bond Street flagship will relocate from its current location to nearby Mount Street in August 2015, to cater to the design-conscious customer in search of niche brands.
Georg Jensen will also open boutiques in Royal Exchange and The Village – Westfield London’s luxury retail hub – in the spring.
In Selfridges, the Georg Jensen concession has moved to the Wonder Room, while a new silverware concession will launch this summer in Harrods, doubling the company’s UK retail footprint to over 3,000 ft².