U-Boat is increasing its focus on the women’s watch market with a new collection designed exclusively for ladies.
To date all of U-Boat’s watches have been pitched as unisex, but at BaselWorld this week the brand is presenting watches for women.There will be between six and eight models in the ladies’ collection.
U-Boat UK director Patrick Moufarrige said: "Women’s watches either don’t exist or they are copies of men’s watches but made smaller and given a mother-of-pearl dial. It is really patronising."
One of the models on show at BaselWorld was an all-black watch with a smaller case size than its chunky brothers, diamond-set hour markers at 12, 4 and 8 o’clock, a rose gold bezel and a soft black suede strap. It has an RRP of £3,000.
Other U-Boat watches presented at BaselWorld include the Ref. 6946 which has been fitted with what the brand describes as the world’s thickest bombeé sapphire glass, the new distressed Unicum watch and a solid carbon GMT.
U-Boat now has 15 flagship stores worldwide and Moufarrige said that the brand is the 15th bestselling watch brand at Selfridges department store chain in the UK.