Danish jewellery brand Story by Kranz & Ziegler has made its first foray into timepieces, launching 14 different ‘watches’ that can be added to its charm bracelets, creating an instant stacked look when combined with its charms.
The new watches have RRPs of £69, and should help the brand to develop its presence in the fashion watch market. They work with the trend for stacking watches and jewellery on the wrist, as documented in the latest Guest Editor of WatchPro.
The move comes as the brand wins House of Fraser as a UK-wide department store stockist – the first for the brand – as it seeks to increase national exposure. Story will launch in nine yet-to-be-confirmed House of Fraser locations and on its website, with plans to update its own website in the coming month to better suit a UK audience.
The Story collections feature interchangeable charm bracelets, stack rings and charm necklaces. It has won about a hundred independent stockists in the UK, having launched here two years ago.
Founder Mads Ziegler, who is in the UK to promote the brand’s SS14 collection, said it has listened to UK consumer feedback and has added rose gold vermeil to its new range – including its watches – a move that has been replicated for the German market.
Story will be at Jewellery & Watch Birmingham at Spring Fair next month, where the new watch collection will be showcased.