Swag said that it is expecting to achieve a strong Christmas this year with sales across all its watch categories performing well.
While all of its categories have been selling well this festive period, Swag said that fashion watches have been a particular highlight.
The retailer said that it has adopted a "low key" marketing strategy this year but "stuck to our normal online advertising plans that we have used during the year".
A key focus for Swag this festive period has been the relaunch of its website, which now has a dedicated m-commerce site.
Sales of watches at Swag have been steadily rising at Swag since the retailer introduced timepieces to its stores two years ago.