Fraser Hart has been touring the country hosting prestigious customer events to present the 2017 collections from Rolex and Baselworld.
The first event took place at Europe’s tallest building, The Shard in London, where VIP guests from Fraser Hart’s London Rolex stockists were invited to the 69th and 72nd floor to enjoy an evening of spectacular views, luxury refreshments, and a first view of the Baselworld 2017 models from Rolex and Tudor including the Rolex Yachtmaster II, new Cellini, and the current Tudor Black Bay family.
Fraser Hart is underway with a major re-positioning in the UK that will see it push upmarket in key locations.
The company revealed a new catchphrase, Chosen with Love, in the summer that will be attached to to all promotional activity this year.
At the heart of the re-positioning is a move to cement Fraser Hart’s position as a mid- to high-end retailer, and stop competing for all customers from the value to the high end luxury end of the market.
“We cannot be all things to all people,” Noel Coyle, chief executive of Anthony Nicholas Group, the parent company of Fraser Hart, told WatchPro in an interview this summer.
The retailer, which has a total of 55 stores across Great Britain and Ireland, is redesigning stores to give them a more luxurious feel, with fewer product lines given more space. The space will also be designed to display watches and jewellery within the store, rather than filling windows.