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HOT 100 2013: Jonathan Crocker, Accurist


There is change afoot at Accurist, ignited by the introduction of one Jonathan Crocker as chief executive, an irrepressible marketer and charismatic leader.

The new job makes him one of the hottest properties and most closely watched figures in the UK industry. So far, he is revelling in the role of rapidly modernising this landmark British watchmaker.

He believes it is all about establishing a confident positioning that will help it shout about its British roots. “It is a fundamental realignment, and some would say very much due,” he says. “The mission is to become the reference in British timekeeping and to be the British watch brand of choice. Achieving this vision will see us improve our market share, grow our brand equity and continue to grow as a brand. Once we have realigned ourselves this year in the UK, I will focus on growing our brand in international markets.”


That should come naturally. For while he is known to the industry for his stints at Hot Diamonds, Chavin, Ana De Costa and Elle Watches, it was over 12 years at Bang & Olufsen that Jonathan cut his teeth. There, he looked after the emerging markets racking up 200 flights a year (he lists Almaty, Vladivostok, Botswana, Bogota, Caracas and Jeddah as “the most interesting places”). It is fair to say he knows a thing or two about international sales.

With that on the near horizon and the new job eating up his hours, Jonathan says his golf handicap is in tatters. But he wouldn’t have it any other way. “We are a family business that has decided to reaffirm our place in the market by a series of strategic investments and a more robust action plan. This makes this a very exciting year for Accurist, and of course therefore for me.”

There is a long road ahead, but so far for Accurist, and for Jonathan, the change is good.


Accurist chief executive Jonathan Crocker was a CMJ Brand Champion in the WatchPro Hot 100 2013 in association with The Company of Master Jewellers. To read a digital version of the book in full online, click here.

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