Minimalist watch brand Hypergrand is bringing its AW14 collection to the UK with a range including the world’s first graphic print NATO straps.
The NATO strap-favouring brand debuted in this country with its 01 NATO watch last year, which the brand claims is the first to feature a graphic printed NATO strap.
Singapore-based Hypergrand claims its straps’ proprietary fine-weave allow them to become a canvass for graphic art prints.
Tony Wall, director of UK distributor Kippered UK, spoke to WatchPro.com and explained the two-year-old brand is gaining ground in the UK.
Wall initially positioned Hypergrand with a major online retailer in the UK, but soon felt its policy of discounting wasn’t appropriate for the image of the fledgling brand that at the time was popular in the Asian market but relatively unknown in the UK.
He went onto explain how he then developed a network of quality independent, fashion retailers including Elements in Norwich, Wellgosh in Leicester, The Content Store, Urban Outfitters, Streetcasuals and Stuarts London.
Now a new partnership with DM London will now see Hypergrand’s watches on sale in Selfridge’s and Topshop giving the brand much greater exposure. Design-focused retailer Dezeen will also be taking delivery of watches this week.
Hypergrand’s new Cold Hard Steel/Maverick collection sees the brand introduce a premium range of three-hand and chronographs ranging in price from £140-£255.