Larsson & Jennings will exhibit at next month’s Baselworld for the first time.
The world’s biggest watch and jewellery show will be smaller and a day shorter this year, but Larsson & Jennings sees it as a massive opportunity to promote its brand to the world.
The British business, which makes all its watches in Switzerland, currently sells around 25% of its watches in the North America, mainly at department stores including Noordstrum, Bloomingdales, Canada’s Hudson’s Bay and, since November last year, Saks Fifth Avenue.
Its aim at Baselworld is to reach a wider audience of American retailers, plus agents, distributors and retailers in Asia and Continental Europe.
The six-year old brand was an early enthusiast for minimalist watches, but believes it must now “innovate, upgrade and elevate” its watches in order to differentiate them from a sea of copycat pop-up brands.
“We have banned the world minimalist in the office,” jokes Larsson & Jennings founder Andrew Jennings. “We have to rise above people who just buy a load of watches on Alibaba and market the hell out of them on social media.”
Visitors to Baselworld will see a completely new chronograph from Larsson & Jennings and a pilot watch in a cushion-shaped case. Both are made in Switzerland using quartz Ronda movements.
All watches this year will be sold on a choice of leather straps, steel link or Milanese web bracelets at prices ranging from $250-500.
Later in the year, the company will launch its first connected watch, a hybrid that looks and works like a classic quartz dress watch, but communicates fitness, sleep and notifications with a Larsson & Jennings smartphone app. The watch is expected to retail for around $250.