Selfridges snaps up Daniel Wellington

Daniel Wellington is joining the watch brand line up at Selfridges, Oxford Street.

Daniel Wellington, the international watch brand synonymous with a preppy style, was introduced to the UK earlier this year by distributor Peers Hardy. The brand has now been taken on by retailer Selfridges where the signature collection, featuring the thin elegant watch face teamed with signature striped Nato straps, will appear in the ground floor watch department.

Peers Hardy general sales manager Stuart Kenrick said: "We are delighted to launch Daniel Wellington within Selfridges Oxford Street. The store is a superb platform for the brand and the support of such an iconic retailer helps grow the brand awareness at this early stage. We look forward to a successful trading partnership together."

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Filip Tysander is the founder of the brand who launched launched the brand after meeting a man called Daniel Wellington from the British Isles who wore his Rolex on an old weathered Nato strap. Tysander was inspired by Wellington’s style and consequently created the same-named brand.

New to the UK this season, the Daniel Wellington Collection retails at £99 – £179.

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