A wholesale company behind Canadian wooden watch brand Tense Wooden Watches has revealed that the product achieved a record number of wholesale sales during the 2012 festive season.
Representing Wood, which also retails the Tense Wooden Watches brand online, said the record sales mark a change in consumer shopping habits as more people seek out sustainable and eco-friendly gifts. The brand sells a selection of timepieces through Amazon’s UK site.
The timepieces have cases, bracelets and dials crafted in wood, with men’s and women’s styles created from a number of wood types. Designs include round-, square- and hexagonal-cased models, chronographs and pocket watches.
A spokesperson for Representing Wood said: “In the last five years we have seen a large shift in watch fashion. [Customers] are showing immense interest in eco-friendly materials. This change shows a distinct shift from watches being simply a functional necessity to now being a fashion accessory that has bonus bragging rights due to their sustainability.”
Representing Wood said that Tense’s strong wholesale holiday sales demonstrate that wood watches are not losing ground to other watch style, instead becoming popular as gift items.