Larsson & Jennings set to make debut appearance at Baselworld

Larsson & Jennings will exhibit at next month’s Baselworld for the first time.

The world’s biggest watch and jewellery show will be smaller and a day shorter this year, but Larsson & Jennings sees it as a massive opportunity to promote its brand to the world.

The British business, which makes all its watches in Switzerland, currently sells around 25% of its watches in the North America, mainly at department stores including Noordstrum, Bloomingdales, Canada’s Hudson’s Bay and, since November last year, Saks Fifth Avenue.

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Its aim at Baselworld is to reach a wider audience of American retailers, plus agents, distributors and retailers in Asia and Continental Europe.

The six-year old brand was an early enthusiast for minimalist watches, but believes it must now “innovate, upgrade and elevate” its watches in order to differentiate them from a sea of copycat pop-up brands.

“We have banned the world minimalist in the office,” jokes Larsson & Jennings founder Andrew Jennings. “We have to rise above people who just buy a load of watches on Alibaba and market the hell out of them on social media.”

Visitors to Baselworld will see a completely new chronograph from Larsson & Jennings and a pilot watch in a cushion-shaped case. Both are made in Switzerland using quartz Ronda movements.

 

 

All watches this year will be sold on a choice of leather straps, steel link or Milanese web bracelets at prices ranging from $250-500.

Later in the year, the company will launch its first connected watch, a hybrid that looks and works like a classic quartz dress watch, but communicates fitness, sleep and notifications with a Larsson & Jennings smartphone app. The watch is expected to retail for around $250.

 

 

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