French fashion watch Briston seeks UK expansion


French fashion watch brand Briston is launching the second phase of its distribution plan by looking to expand its retail network in the UK.

Briston was launched in 2013 by Brice Jaunet, a 15-year veteran of the watch industry who had worked at Cartier, Raymond Weil and Zenith before deciding to launch his own brand.

With a family background within sportswear and an English education, Jaunet chose to use the same biodegradeable, hypoallergenic Cellulose Acetate that is used to produce high-end sunglasses for his cushion-shaped cases and name the brand after a Norfolk village.


The 40mm Clubmaster collection is offered in 18 SKUs presented on NATO-style strap, with three-hand and Chronograph Japanese quartz movements and is water resistant to 100m.

The acetate cases range in colour from black and white, bright primary colours, olive drab and even tortoiseshell.

Distribution began in the summer of 2013 with Colette in Paris before expanding across France and then internationally which included Harvey Nichols, Liberty, Dezeen and Selfridges in the UK. France, Japan, Spain and the Netherlands remain the brand’s most well-developed markets.

Distribution in the UK is being managed by Leigh Archer at Shoreditch-based Generation X Agency, a fashion sales, distribution and consultancy.

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