Shore Projects pushes on with custom strap concept


Shore Projects has taken its first steps towards in-retailer customisation with a festive pop-up at Harrods.

The British quartz watch brand also offers a range of quick-change straps via its own online store, allowing customers to achieve a vast range of looks for minimal outlay.

But the brand is now bringing the concept to retailers for the first time with the pop-up at the prestigious London department store although it plans to roll-out a customisation bar concept to key retailers in 2016.

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Through the pop-up, Harrods will be offering Shore Projects’ Gift Box of one watch head with any three straps for £170 instore.

James Street, co-founder of Shore Projects and 2015 WatchPro Hot 100 Brand Champion, said: “Our USP as a brand is the fact that customers can create their own style from the wide range of watch face and strap combination Shore Projects offers. At this point, we have over 376 different possible combinations which makes for a huge amount of choice and allows customers to update their look without having to purchase a whole new watch.

“We’ve introduced new wool straps in time for the winter season in a variety of colours and our new gift boxes – a watch face and any three strap combinations which comes in a bespoke box for RRP £170 – has continued to be a really popular item.”

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Tags : customisation barharrodsjames streetpop upquick change strapshore projectsstraps
James Buttery

The author James Buttery

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