Harrods aims to cement its position at the epicentre of the global fine watch world this summer with the entire department store steering customers towards its Fine Watch Room throughout June and July.
Summer is the key season for the Knightsbridge institution as visitors flood into London from Asia, the Middle East and elsewhere.
The Holy Month of Ramadan starting on May 26 and temperatures soaring to over 40 degrees centigrade in the Middle East will spark the annual exodus from the Arab world to London.
Harrods launches its fine watch push, which it calls the Re-Editions promotion, on June 30 and runs for five weeks through to July 24.
The campaign pays tribute to the portfolio of watches that have made the Harrods’ Fine Watch Room a leading horological destination.
“We are celebrating Harrods’ exceptional watch portfolio and our partnership with some of the world’s most influential fine watch brands with the launch of a month-long store-wide campaign, Re-Editions,” says Helen David, chief merchant at Harrods.
“Unveiling expert craftsmanship, the Re-Editions designs take inspiration from classic and iconic collections from the brands’ archives; styles include art-deco diamond-set ladies creations, to historic reproduction military Pilot models, and intricately skeletonised grand complications. The campaign cements Harrods as a key player in the world of horology and further establishes the Fine Watch room as the destination for watch fans and collectors alike,” Ms David adds.
Across the five weeks, the Fine Watch Room will host an exhibition of men’s and women’s timepieces.
The brands have created an archival inspired re-edition of a timepiece that has defined their brand and become an integral part of its heritage — all of which will be available exclusively at Harrods in the UK during the campaign – and some of which have been specially designed for the occasion.
To promote the showcase, the Brompton Road windows will be dedicated to the Re-Editions campaign and transformed into a showcase of some of the world’s most sought-after timepieces.
The displays will be arranged to accentuate each brand’s heritage including archival inspiration imagery and 360 degree rotating graphics.
Each watch brand that has a permanent boutique in the Harrods Fine Watch Room is promising top end limited editions or pieces that cannot be bought anywhere other than Harrods. These include:
Royal Oak Offshore Open-worked Chronograph Tourbillon in Yellow Gold (Harrods UK exclusive)
Inspired by the Royal Oak 1972 and Royal Oak offshore collection the Skeleton Tourbillon Offshore Yellow Gold will be exclusive to Harrods in the UK. The exclusive-production piece is in 18-carat yellow gold, intricately open worked to reveal the sophisticated hand-finished decoration and engineering within.
Panthere Joueuse CALIBRE 9918 MC (Harrods UK exclusive during the month of July)
The Panthere Joueuse CALIBRE 9918 MC will be exclusive to Harrods during the month of July. Cartier brings the panther to life with a new movement exhibiting exquisite craftsmanship in a display of brilliant-cut diamonds totalling 1.00 carats, black lacquer and emeralds.
Premier Precious Lace Automatic 36mm (Harrods global Exclusive)
Limited to 5 exclusive pieces, a key feature is the exquisite lace artwork technique on the dial which features green and white mother of pearl enriched with marquise and brilliant cut diamonds. The Premier Collection was the first ever watch collection introduced by Harry Winston in 1989, and is now an iconic signature of the brand.
Classic Fusion Racing Grey/ Classic Fusion Chronograph Racing Grey/ Classic Fusion Racing Grey Diamonds (Harrods global exclusive)
£7,600/ £10,200/ £10,200
The limited edition Classic Fusion watches will be created in 3 variations and will be globally exclusive to Harrods. Inspired by avant-garde designs first launched by the company in the early 1980s these special editions come with grey sunray satin-finished dials with polished and satin finished titanium cases.
Reverso One Duetto Jewellery (Harrods global exclusive from July – September 2017)
Jaeger-LeCoultre presents a new interpretation of the Reverso One Duetto Jewellery in pink gold, channelling a rare elegance and femininity inspired by pure 1920s and 1930s Art Deco. Limited to 8 pieces globally, the Reverso One Duetto Jewellery will be exclusive to Harrods from July-September.
RM 50-03 McLaren F1 (Harrods exclusive during the month of July)
The Limited edition RM 50-03 McLaren F1 has been produced in collaboration with the famed Formula 1 constructor. The calibre is a technical masterpiece offering off-the-chart mechanical performance. The RM 50-03 tourbillon split seconds chronograph ultralight McLaren F1 weighs less than 40 grams which makes it the lightest mechanical chronograph ever made and is limited to 75 pieces.
Knights Of The Round Table III (Harrods exclusive)
The one-of-a-kind exclusive watch will be available in Harrods only and is inspired by the Excalibur 2005 collection and the legend of King Arthur. The dial has a black engraved Jade table with bronze engraved and sculptured knights with a self-winding mechanical calibre, finely adjusted in six positions.