British startup Bateren & Co Watches is launching its first collection to the trade at September’s International Jeweller London exhibition (IJL).
The show takes place from September 3-5 at London Olympia.
Bateren & Co’s key collection is the unisex Pacemaker family of sports watches. The pieces, described as refined, solid and versatile, use Japanese automatic movements inside 300m water resistant steel cases.
The watches will retail for £300-350, a price point that Beteren & Co founder Marho Bateren believes is a bargain for watches housing Japanese-made automatic movements.
The price is more commonly associated with Chinese-made automatics.
“Less that 10% of watches available online under £500 had an automatic movement; many of which utilise less reliable Chinese movements,” says Mr Bateren.
“Bateren & Co brings you Japanese automatic precision in a strong and elegant case for between £300 and £350 (depending on strap preference); a clear gap in the market,” he adds.