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Swedish brand Daniel Wellington eyes UK market

by Michael Weare
5 February, 2013
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About the author

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

Daniel Wellington

A Swedish watch brand with the extremely un-Swedish name of Daniel Wellington, is set to make a name for itself in the UK market.

Brand founder Swede Filip Tysander encountered a true Brit on his travels around the world, whose name is, you guessed it, Daniel Wellington. Filip was immediately impressed with his Rolex watch worn with a colourful Nato strap, and a strong friendship developed between the two.

Filip’s idea is to develop a watch brand that caters to the same preppy market that idolises brands such as Ralph Lauren, Gant and Brooks Brothers. He feels there is a gap in the market for preppy watches. So he has plugged it with a range of slim, elegant, two hander, no date timepieces, each with a colourfully striped Nato strap or a traditional leather strap. To accommodate the Nato straps the lugs are fixed rather than spring loaded.

The Daniel Wellington watch is designed to be suitable for every occasion from black tie events, playing a game of tennis or just enjoying a sunny day at the beach club.

Classic Oxford

Filip is so much of an Anglophile he has even named his collections after British towns and cities, including Oxford, Cardiff, Bristol, Warwick, York and Cambridge. There’s still quite a few to go, so there’s room for several more watches.

Daniel Wellington (the brand) has been building its presence in the UK, namely through positioning itself with fashion retailers and by getting in front of young consumers through its Instagram profile. The watches are priced to reach out to a youthful market at prices starting at around £120.00.

Now Daniel Wellington is courting UK jewellery retailers with his fresh range of unisex quartz timepieces styled with colourful fabric straps and gold tone and polished steel cases.

Classic Warwick

Right now Filip and his clutch of British towns and cities in the shape of watches is exhibiting at the Jewellery Show at Birmingham’s NEC, which runs from February 3rd to 7th.

 

Michael Weare | Website

Michael Weare has been a professional writer for 30 years, writing about Japanese technology, German and Italian cars, British tailoring and Swiss watches. Michael manages the editorial content of Click Tempus and will be keeping the magazine fresh and informative with regular features, as well as bringing great writers to the magazine. Email: michael@clicktempus.com

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