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Bering looks to build on record year with concept stores and kiosks in United States

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Bering co-founder Michael Witt Johansen.

Bering co-founder Michael Witt Johansen says the company hit a new record turnover last year after world-wide sales rose by 17%. He declined to share the actual sales figure with WatchPro for the privately-owned Danish watchmaker.

Sales in the United States were flat year-on-year in 2017, but the business hopes to stimulate growth this year with an expanded roll out of concept stores and shopping mall kiosks across North America and the Caribbean.

Bering already has a handful of branded stores and kiosks run by franchise partners in California, Delaware, Aruba and Washington DC, and knows the impact that this presentation has on sales of both watches and its recently developed jewelry collections.

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“We are negotiating with partners to open kiosks and concept stores. Everywhere we have opened has been very good. The right concept with the right furniture will do really strong numbers,” Mr Witt Johansen told Watchpro at JCK in Las Vegas this week.

The hottest watch collection this year is the Max René minimalist two-hander family with interchangeable straps. The $200 watches, created by top Danish designer Max Réne, come in a range of case and dial colors, and a vast range of slide-on silicon straps in dozens of colors.

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