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Women’s watches from the Spring/Summer 2008 Skagen Steel collection, characterised by slim design, 100% stainless steel cases and mesh bands in a variety of styles |
DENMARK. Danish watch company Skagen is celebrating success in the Singapore market after opening a new counter at Changi Airport in May and becoming a best-selling brand onboard the national carrier Singapore Airlines.
The brand, known for its clean and minimalist Danish design, continues its Asia Pacific expansion following a listing onboard Qantas from September 2008 in a new promotion, according to Sales & Marketing Director Asia Pacific Anita Jensen.
Speaking at the TFWA Asia Pacific fair in May in Singapore, which coincided with the opening of a Skagen counter at Changi Terminal 1, Jensen said she was keen to see inflight innovations being introduced to encourage more passengers to purchase, such as shopping buttons on inflight entertainment systems and interactive ordering on-screen.
The company’s airline roster includes EVA Air, Cathay Pacific and China Airlines, among many others. Jensen reported that the brand is a best-seller onboard Singapore Airlines.
Skagen, which started out as a mid-market “affordable luxury” brand, recently introduced a higher-priced range of watches with Swiss movements. This luxury line has an average price point of €159 to €229.
The overall Skagen collection now runs from €99 to €349 and five styles are available: Skagen Steel, Skagen Titanium, Skagen Leather, Skagen Sport and Skagen Swiss.
The watches feature signature details such as ultra-slim cases, brushed stainless steel dials made from the same material as surgical tools, sun-ray dials that catch the light, and mother-of-pearl dials for women.
The brand wants to be positioned as a design brand for mature people who appreciate design details and not a fashion watch, according to Jensen.
About Skagen
Founded in 1989, the family-owned company is named after the chic Danish seaside resort of Skagen, where the scenery is natural and unspoilt. The location features heavily in the brand’s marketing and advertising visuals, rather than a famous celebrity face.
For details, contact Skagen Designs A/S, Roskildevej 12, 2620 Albertslund, Denmark, tel: +45 45 88 34 60, fax: +45 45 88 56 90 or e-mail: sales@skagendesigns.dk Visit www.skagendesigns.dk
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