British watch brand Accurist will reveal a comprehensive brand refresh, which includes seven collections and 76 styles, at next week’s TFWA World Exhibition in Cannes (Green Village K50).
Each collection is inspired by an Accurist vintage watch to offer timepieces for both men and women which target various markets. All will be available in travel retail.
Accurist Duty Free and International Director Gary Taylor said: “Accurist has targeted travel retail for many years and has a stronghold in the UK and Europe. Our customers have included Jet2, DFDS, Aer Rianta International and Lagardère Travel Retail.
“We’re confident that the revitalisation of the brand will strengthen the position we already hold and help us to grow our business further afield into new markets.”
“With this new collection, we hope to attract a different type of retailer and a new customer, opening new opportunities globally” – Accurist Duty Free and International Director Gary Taylor
According to Taylor, Accurist combines a heritage British brand with over 75 years of watchmaking history with modern materials and designs. “By focusing on high quality specifications such as sapphire crystal glass, solid stainless steel, diamond dot dials, Accurist really punches above its weight,” he said.
“With this new collection, we hope to attract a different type of retailer and a new customer, opening new opportunities globally. The introduction also allows Time Products [the brand’s owner] to add another dimension to its portfolio of brand offerings.”
Accurist will also highlight its ‘It’s about time’ concept, underlining the brand’s links to ‘great moments of time’ such as sponsoring the Speaking Clock (until 2008) and the countdown to the millennium. An ‘It’s about time’ marketing campaign, in the UK from October to December, will include digital and social media elements, alongside extensive outdoor and press advertising.
The brand’s new look includes a return to a vintage Accurist logo, refreshed brand colours, updated display stands, increased online visibility and new packaging, with a watch roll with every timepiece.
The Accurist collections combine Swiss craftmanship techniques with materials associated with premium-priced brands, including solid stainless steel, semi-precious stones, sapphire crystal glass and leather. Price points, the brand points out, are accessible. Ranges include Origin, Rectangle, Everyday, Jewellery, Aviation, Dive and Classic.
All watches feature interchangeable, quick-release straps to allow personalisation and have a dedicated space on the case back for engraving.
