Smart Turnout to take watches to the US


British fashion brand Smart Turnout will take its London-stamped watch line to the States in a deal with Nordstrom.

The fashion label sells a range of own brand watches designed with a Smart Turnout London logo on the dial. These watches will now fly the flag for British fashion at the US department store, according to a report in the Evening Standard.

The Smart Turnout watches are made in Switzerland and fitted with Swiss quartz movements. There is a range of styles in the current collection including chronographs, Nato straps and a strong vintage theme.


Retail prices for the watches range from £82 to £232.

Smart Turnout, which is backed by Moonpig founder Nick Jenkins, started out as an online accessories brand but now sells men’s clothing and has just opened its second London store at St Pancras International. The brand describes its style as influenced by the regimental and sporting traditions of the British Army and well-known schools and universities..

International expansion is now a focus for the brand, which is branching out into areas such as the US, France, Asia and the Middle East. Domestically, the brand will soon be stocked in Harrods and Harvey Nichols.

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