Italian watch brand Brera Orologi is making a bid to crack the UK and Ireland watch market by signing an exclusive agency agreement that brings it to these shores for the first time.
The company has appointed ATOZ Distribution to represent it in the UK, where it hopes to repeat the success that it has seen in other international markets since its launch eight years ago.
As well as securing stockists in Europe, South America, Japan and the Middle East, the brand has built up 250 points of sale in the US, including high-end department stores Neiman Marcus, Bloomingdales, Saks Fifth Avenue and Barneys.
Brera Orologi also operates standalone brand stores in Japan and Milan.
The watch brand was founded by Maurizio Pasi and is named after the Brera district of Milan, which is often referred to as the ‘Soho of Milano’ due to its high concentration of art galleries and thriving social scene.
The brand claims to specialise in bold, sporty watches for men with luxurious details such as screw-down crowns and pushers, multi-layered dials, applied indexes and custom-crafted hands.
While the signature Italian style shines through in the bold and colourful designs, it is not too overpowering, which I think will make this brand particularly palatable for the UK consumer”
ATOZ Distribution, which also distributes Maserati Watches in the UK, as well as a number of other popular and emerging brands, will bring six key Brera Orologi models to the UK and Ireland: theProDiver, Eterno, Supersportivo, Supersportivo Square, Dinamico and Gran Turismo.
The selection will include diver’s watches, GMTs and chronographs, with case sizes ranging from 43mm to 48mm, and recommended retail prices falling between £525 and £700.
Brera Orologi will attempt to mirror its distribution strategy in the US by working with ATOZ Distribution to go after upmarket department stores and quality independents in the UK.
It said its plan is to keep the number of outlets “conservative”.
ATOZ Distribution co-founder, Tom Kennett, said that Brera has been on his radar since he spotted it in the US five years ago and was drawn to the attention to detail in the designs of its dials and the finish of its casebacks.
“While the signature Italian style shines through in the bold and colourful designs, it is not too overpowering, which I think will make this brand particularly palatable for the UK consumer,” he said. “We are starting our distribution strategy fresh, as Brera has never been in the UK before, so this is an exciting launch and we see great potential.”