Bering has signed up as the first gold partner of the WatchPro Hot 100.
The inaugural event will celebrate the people behind the watch business in the UK. A list of 100 movers and shakers in the industry will be selected by the editorial team at WatchPro magazine who will then be interviewed and photographed for a commemorative book.
The identity of the 100 people will be kept secret until a spectacular invite-only party in London on July 2, the evening of the first day of new trade show the London Watch Show.
As part of the sponsorship deal Bering will be allocated a number of tickets to the invite-only party to celebrate the WatchPro Hot 100. It will also have branding at the party and in promotions up to and following the event as well as a strong branding presence in the Hot 100 book itself.
The venue of the first WatchPro Hot 100 party is yet to be announced.
Bering UK director Henrik Leth Møller said: "It is of key importance for Bering to support yet another new initiative from the team behind WatchPro and Professional Jeweller, especially when these events cast some much-needed light on the exciting watch industry. No doubt the event will attract a lot of key people in the watch industry and in Bering’s efforts to establish the brand in the UK watch market, it is of key importance to be at the centre of this event.
"No doubt the WatchPro Hot 100 will raise awareness of a lot of the brilliant people across this industry who work tirelessly every day to make this industry great. Visiting retailers and attending fairs I have had the pleasure of meeting so many hard-working and dedicated people in this industry and this is a chance to acknowledge these individuals."
As well as sponsoring the WatchPro Hot 100 on July 2, Bering will exhibit at the London Watch Show, which takes place on July 2 and 3 at the Freemasons Hall in London, offering it a two-pronged approach to presenting the brand to retailers over the two days.
Leth Møller said: "With the WatchPro Hot 100 and the London Watch Show taking place in central London over two days in July, I am sure that the whole industry will be in London in early July and I, personally, and Bering as a company are very excited to be involved in both sponsoring the Hot 100 and participating in the London Watch Show.
"With these events taking place at the same time, full focus will be on watches and it will deservedly take watches out of its sidekick-to-jewellery role."