Inter City Group launches own brand Daisy Dixon


Inter City Group has launched its own fashion watch brand, Daisy Dixon.

The Birmingham-based independent manufacturer and distributor has launched a dedicated online retail website while ASOS and Aurum-owned Watchshop has also snapped up the brand for online retail.

The new brand is priced between £40 and £80 and has been quick to ramp up a strong social media presence.


Mohamed Master, Daisy Dixon commercial director, said: “We have been absolutely astounded by the initial reception and phenomenal success in the launch of our newest brand, Daisy Dixon London, to the global watch market.

“Daisy’s DNA rests in ‘living fashion’ and the collections live, breathe and assimilate to ever-changing fashion needs as well as embodying an underlying element of fashion history in the ranges. This has already seen the Daisy Dixon range making record-breaking launch sales with numerous retailers and through its online website and this success has led to agreements with Inter City Group’s retailers and distribution partners in over 60 Countries.

“Moreover, since the eclectic Daisy Dixon range is as much about creating the hottest trend in watches today as it is about being a part of fashion future, it will definitely be the brand to watch in 2016.”

The watch industry got its first glimpse of Daisy Dixon on the front cover of October’s WatchPro. With it’s splash of bright pink, it certainly made the impression and impact it would looking to. December’s WatchPro will feature a full interview with Master, who will explain in more detail the idea behind the brand and what this means for Inter City as a company.

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Editor of WatchPro, the WatchPro Hot 100 and The Luxury Report.


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