DENMARK. Danish watch brand Noon Copenhagen is making good progress in the Asian travel retail market, having gained several duty free listings and expanded its product range over the past year.
“A lot of deals were closed last year and we’re listed on more than 18 airlines now,” Noon Copenhagen Operations Manager Christina Bjørn told The Moodie Report. “In the [Asia Pacific] region, we’re listed onboard Singapore Airlines, Cathay Pacific and Dragonair. We’re also listed on Eva Air, Bahrain Air, Oman Air, and Qatar Airways.”
First launched in November 2008, Noon Copenhagen has since extended its presence to Germany, Japan, Taiwan, Hong Kong, China, Philippines, and is soon to be listed with Qatar Duty Free. It is also present in Singapore, where the brand recently exhibited at the TFWA Asia Pacific Exhibition for the second year running.
Noon Copenhagen has also opened an office in Hong Kong, headed by Noon Copenhagen Asia Ltd Managing Director Lone Mørup. It will focus primarily on the domestic market in Hong Kong and the rest of Asia.
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The hallmark of Noon Copenhagen watches is the changing coloured background on the clockface |
In travel retail, the brand is being managed by Singapore-based Jonathan Holland & Associates.
Noon Copenhagen set out to build a watch brand based on an innovative and functional new way of presenting time. Using a patented design that incorporates turning discs on the clock face, the result is a constantly changing coloured background – the hallmark of the brand. A wide range of colours and designs are available.
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“˜Not afraid to be different’ is Noon Copenhagen’s bold, new tagline for 2010 – fronted by its ambassador, the striped duck |
New product launches
Building on its range of gift boxes (14 skus are now available) Noon Copenhagen has introduced a new gift set containing a watch and a spare watch strap. The set comes with a built-in pin lever which allows customers to change the strap (which comes in mesh or leather) themselves. Bjørn said this has attracted positive feedback, as customers consider they are getting two watches for the price of one. The set is available onboard airlines and in the domestic channel, with prices starting from US$149.
Also new is the Model 28, a bold and chunky higher-end design, with prices ranging from US$235-260. Made of stainless steel IP-plated with rose gold, the big face style features a screwed backcase, T-lock mechanism and Japanese movement. It is waterproof up to 5 atm and comes with a silicone strap unique to the model. The silicone material makes it ideal for swimming, humid climates and is especially suitable for people with sensitive skin, said Mørup.
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Noon Copenhagen’s newly launched model 28 sports a bold and chunky design; prices start from US$235 |
In addition to new designs for its Kolor collection (prices start at US$55), Noon has also launched a line exclusive to Japan, where it is present in over 200 shops.
“In Japan, customers are very much into exclusive models – they like to launch watches where there is a kind of story behind it, e.g. the Duni collection,” said Bjørn. Watches in the Duni collection are inspired by Danish brand Duni’s trendy designs for napkins.
Noon is also developing the business-to-business side of its offer by creating branded watches for various organisations. It recently partnered with the newly opened Universal Studios Singapore to produce a customised collection – one of the company’s first contract business projects. “Business-to-business deals are something we’re going to focus on more in the future,” Bjørn underlined.
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(Left) Noon watches come with leather or mesh straps; (right) fresh designs from the brand’s Kolor collection |
For more information, contact Christina Bjørn, Operations Manager, Noon Copenhagen, tel: +45 7572 0090, fax: +45 7585 9036, e-mail: cb@nooncopenhagen.com; or Jonathan Holland, Managing Director, Jonathan Holland & Associates, tel: +65 6356 4835, e-mail: jonathan.holland@jh-associates.com. Visit www.nooncopenhagen.com.
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