Superdry teams with ICG to create watch collection


Urban fashion brand Superdry has launched its first collection of watches.

The watches have been designed and manufactured in collaboration with Inter City Group, one of the UK’s largest watch distributors and brand licensees.

Men’s and women’s ranges have launched in time for the Christmas period, priced at £60-150. They are currently only on sale in Superdry stores, but could in the future find their way into a select number of department stores and jewellery chains.


In an interview with WatchPro earlier this year, Justin Stead, chief executive of Aurum, said that Superdry watches would be part of the line-up of brands at a new fashion-driven spin off for the Goldsmiths chain of jewellers called Goldsmiths Boutique.

Marc Ray, senior watch designer at Inter City Group, also hinted to WatchPro this week that the watches are likely to be included within Superdry concessions at major department stores. Very.co.uk is already stocking the timepieces.

Superdry’s CEO, Julian Dunkerton said he is delighted to be working with ICG on the watch collections. “It’s going to be a great partnership. Bringing Superdry design to this sector is very exciting,” he added.

The current watch collection draws on Superdry’s heritage as an urban and active brand with timepieces picking up inspiration from everyday objects. The rough leather you might find on a satchel buckle or belt is made into a watch strap in the preppy Eton range, explained Ray. The trend for over-sized dials is picked up in a range of divers’ watches named Scuba, he added.

Katie Cooper, creative director at ICG explains: “We understand the importance of a brand’s DNA and design is a significant part of that with Superdry. Like us, from a design perspective we will only be happy when the end result’s right…and we’ll go to any lengths to achieve that. And that doesn’t stop at the watches themselves – you can see it in our packaging and POS displays too.”


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