Since 1853 to launch Panzera at London Watch Show


Distributor Since 1853 has taken on German watch brand Panzera and will officially launch it to the UK trade at the London Watch Show in July.

The German brand specialises in men’s automatic timepieces, as well as writing instruments. The concept behind the brand is to create a high quality watch offer that doesn’t carry the price tags of the big-name brands, and offers watch shoppers an affordable option with individual styling.

Panzera has two debut collections; a range of aviation-inspired watches with power reserve and running seconds counter called Flieger 47, and a range of watches created with minimalist design principles called Bauhaus.


Recommended retail prices for the automatic watches start at about £295.

Since 1853 said it plans to sign up a minimum of 50 bricks-and-mortar retailers in the UK by the end of the year, with an upper target of 85. The distributor has been testing out the range with retailer Stag and Doe in Sudbury and Since 1853 director John Carmichael said that the initial response from consumers has been "excellent so far".

The London Watch Show, held at Freemasons’ Hall on July 6 and 7, will be the first time that the brand will be shown to UK watch retailers.

Carmichael said: "When introducing a brand into the UK, it’s absolutely vital to meet face to face with retailers and buyers, to let them experience the brand at first hand – something that cannot be achieved by email, phone calls and social media alone. Buyers expect to be able to handle the products, packaging and point of sale material during their decision making and selection process, so the London Watch Show 2014 is the best possible event to place Panzera directly in the hands of all the key buyers and retailers in the UK watch trade.

"We believe that the UK watch industry will greatly benefit from having a dedicated watch trade exhibition, since for both distributors and buyers, the event creates a uniquely focused environment, a place where suppliers and buyers can concentrate on what matters – making the correct choice of new partnerships, and developing existing partnerships."


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