Inter City Group has entered the ultra-competitive market for minimalist Scandi-style watches with Rosefield, a brand from The Netherlands that describes its aesthetic as “Where Amsterdam meets New York City; where function meets fashion”.
The brand first launched in the UK on Johnlewis.com, where it performed well enough to encourage the department store to roll it out to eight physical shops.
Online fashion retailers Asos and Topshop have since taken on Rosefield, along with online watch ecommerce businesses Watchshop.com, HSamuel.co.uk and T H Baker for Houseofwatches.co.uk.
So far, Inter City Group has signed 30 independents including Browns Family Jewellers, Clusters Bespoke Jewellery, Shade Station, Sinclairs Jewellers, Watchnation and Xibit Jewellery.
Brands like Rosefield, Cluse, Daniel Wellington and Olivia Burton are fighting for similar young customers that are increasingly influenced by social media.
Rosefield is particularly strong on Facebook, where it has 1.45 million followers compared to 823,000 for Daniel Wellington, 1.6 million for Cluse and 56,000 for Olivia Burton.
Rosefield takes inspiration its home city of Amsterdam and fashion capital New York City (the southern tip of Manhattan was known as New Amsterdam in the 18th century because of the influx of Dutch immigrants).
All Rosefield watch and jewellery collections are named places in New York with Dutch heritage such as Gramercy, Tribecca and Bowery.
Intercity Group is promising significant investment into digital brand awareness this year and into 2018 with blogger affiliations and social media activity.