British branded watch specialist Zeon will relaunch Ingersoll at Baselworld this month, attempting to restore the former American watch giant to its historic position.
With the popularity in American heritage design, as witnessed within the watch sector through the growth of Shinola and the clever repositioning of Timex, it is a great time to get this fallen giant back on the right track.
Brent Cross-based Zeon has spent the past 12 months working towards the relaunch. Managing director Simon Gilham spoke exclusively to WatchPro, admitting: “It’s more than just a simple relaunch, it has been a journey of rediscovery. A lot of what has made this brand a great brand since its birth in 1892 had been diluted in recent history and we wanted to reconnect our customers with the brands core values and heritage.”
According to Gilham, Baselworld 2016 will mark the beginning of an intensive 12-month campaign to put Ingersoll at the forefront of consumers’ minds.
He said: “This will be a global campaign and will encompass both retail and consumer activity. Completely new ranges and products have been created accompanied with a life-time warranty. The goal of which will be to engage and excite consumers with the brand’s history and the authenticity of its products.”