Jonathan Crocker takes CEO role at Accurist


Former Hot Diamonds managing director Jonathan Crocker has taken over as chief executive at British watch brand Accurist.

Crocker signed a contract to take on the position on December 27 after a three-month period acting as a consultant to the brand. The appointment has been made as part of a major investment plan in the brand to develop their domestic and international business as well as drive the next stage in the 66 year old company’s history.

Accurist chairman and owner Andrew Loftus said: “Coming from a successful background of working with branded goods and a specific expertise in strategy, marketing and business development makes Jonathan a perfect choice for this role. This marks the next stage of brand evolution for Accurist and we are delighted to have Jonathan on board.”

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Crocker, who has been working as a business consultant for jewellery brands Ana de Costa and Chavin and watch brand Elle since leaving Hot Diamonds in the summer of 2011, said that he has plans to “reposition and re-engage” the brand in the watch market.

He said: “I look forward to the challenges that such a role presents. Accurist has an amazing heritage and a long standing pivotal role in the UK watch industry. We are planning to work very closely with our customers to ensure that our offer is both relevant and engaging for today’s consumers.”

He added that a series of brand developments are planned for 2013 and that the brand will be working “very hard” to make Accurist rise to even greater heights in the months and years to come.

“We make great quality wrist watches that represent incredible value for money – this remains a fundamental part of our British brand. We will continue to do this but with a new focus on presentation, customer support and consumer engagement,” Crocker added.

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