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Award winner: A Skagen 233 watch |
US. Skagen Designs, the affordable luxury accessories company known for its minimalist watches, is celebrating continued success in the Asia Pacific region and onboard airlines.
Speaking at the 2010 TFWA Asia Pacific fair in Singapore, where a new jewellery range was introduced to complement the brand’s signature watches, Commercial Director Anita Jensen told The Moodie Report that the company had just opened a flagship store in Hong Kong. Concept stores have also been trading in Japan and Taiwan since 2007.
Expansion is continuing in the inflight market, where Skagen Denmark watches are available onboard more than 20 airlines. Customers in Asia include Singapore Airlines, Qantas, EVA Air, Asiana Airlines, Dragonair and China Airlines. In Europe the brand is sold on Lufthansa, Iberia, SAS Scandinavian Airlines, Virgin Atlantic and TUI, among others.
The Skagen Denmark watch collection available in travel retail comprises Steel, Titanium and Swiss movement lines, with the core models retailing at €99-139 – a price point that “drives the category in travel retail”, said Jensen. The higher end Black Label range incorporates a Swiss movement and retails at €159 on average.
Skagen Denmark watches feature signature details such as ultra-slim cases, brushed stainless steel dials made from the same material as surgical tools, mesh straps, sun-ray dials that catch the light, and mother-of-pearl dials for women.
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Skagen’s Black Label – Swiss movement 585 series was recently given a 2010 Red Dot Design Award |
The company’s Black Label – Swiss movement 585 series recently won a 2010 Red Dot Design Award, as did the 20th anniversary 233 watches from the White Label collection.
For the upcoming Autumn/Winter 2010 season, Skagen Designs is launching its “Snowfall in Skagen” advertising campaign at Christmas, in which the watches are marketed as “Timeless gifts inspired by Denmark” for the festive season.
The company also offers a range of branded merchandising units for travel retailers.
About Skagen Designs
Founded in 1989 by a Danish couple, the family-owned, US-based company is named after the chic seaside resort of Skagen in Denmark. The location, where the scenery is natural and unspoilt, features heavily in the brand’s marketing and advertising visuals. Skagen products are available in 60 countries. In 2010, Skagen won a Red Dot Design award for its 20th anniversary 233 watches and Swiss movement 585 series. The company’s travel retail agent is Norbreeze.
For details, contact Skagen Designs Ltd, 2501-02, 25/F, Billion Plaza, 8 Cheung Yue Street, Cheung Sha Wan, Kowloon, Hong Kong, tel: +852 3568 8769, fax: +852 3568 0877 or e-mail marketing@skagendesigns.hk Visit www.skagen.com
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